We can almost hear Magnum's thinking on this campaign.
"'Right, International Women's Day is coming. Any thoughts?"
"Let's make a bold statement to show that Magnum celebrates women's achievements all around the world."
"OK! We need something authentic that will really speak to women and make them feel that Magnum knows what they're all about, while encouraging them to buy an ice cream."
"I know! Let's make the Magnum a different colour to appeal to women and add some special delicate flowery toppings that look pretty in pictures — women love flowers, right?"
"Great idea! But let's not make it pink. That's a dated way to reference gender."
"True. Closest colour to pink... PURPLE."
Yes, we accept, the Limited IWD Edition purple chocolate dip Magnum, with two "exclusive" Lavender and Osmanthus (yuck) toppings, was only meant to be a bit of fun. The toppings are available at the Magnum Pleasure Store in Singapore along with 16 other regular toppings you can choose from, and doubtless the inclusion of two new flavours for International Women's Day might spark joy (sorry Marie Kondo, you've got that phrase in our heads) for lovers of lavender or osmanthus enthusiasts.
Ladies can also get 38% (a random amount, we believe, unless it perhaps signals the number of women holding c-level positions in local companies?)* off the price of the limited edition purple treat. Good thing too: seems their only chance of flogging the thing.
Magnum, we can forgive this most tokenistic of gestures to jumping on a day that has the potential to prompt landmark discussions and actions that could improve situations for women all around the world. But please, if you're going to make us our very own special ice cream colours and flavours, at least make them delicious.
*Since publishing, Campaign has learned that 38% relates to the date of International Women's Day, 8 March. Given that this campaign was released in Singapore, however, it might cause less confusion locally were an 83% discount applied, since Singaporeans typically use a date/month format for writing dates rather than the American-favoured month/date style.
We'll be discussing gender equality and attitudes towards women in media and marketing at our annual Women Leading Change conference in Singapore on 4 June 2019. Register your interest and find out more about our Women Leading Change Awards at www.womenleadingchange.asia.