The Magnum Icecream Company
Cornetto unwrap the music
A summer campaign built around music as a cultural driver, from the TV spot to a TikTok dedicated effect, all powered by Samurai Jay's hit "Ossessione".
THE CHALLENGE
Music has always been part of Cornetto Algida's DNA, so the challenge was to make that connection feel more alive than ever for a new generation. Gen Z and Millennials consume music differently, and expect brands to show up in their cultural world with something real to offer, not just a logo next to a stage. The goal was to turn a long-standing brand truth into a platform that younger audiences could actually feel.
THE IDEA
The entire campaign was built around Samurai Jay, the artist whose Sanremo 2026 hit "Ossessione" had become the undisputed soundtrack of the season. Rather than just licensing the song as background, music become the actual engine of a campaign made of a TV spot end tag, a national contest linked to one of Italy's biggest summer events RTL 102.5 Power Hits Estate 2026, and a TikTok Branded Effect that invited audiences to turn their own obsessions into content.
Client Objectives
- Strengthen Cornetto Algida's cultural relevance with Gen Z and Millennials
- Drive product engagement through a music-first creative platform
- Generate organic reach and UGC across social channels
- Extend campaign impact across TV, digital, and live events
The Campaign
We produced a TV spot end tag that placed the artist inside the Cornetto universe, introducing the contest and the prizes and encouraging users to participate. On social, we developed a launch content strategy across Instagram and TikTok, driving awareness of the new product range and funnelling audiences into the contest mechanic. Every touchpoint, from the QR code on pack to the social feed, told the same story: this summer unwrap the music with Cornetto Algida.
Activations
The “Unwrap the music” contest gave audiences a direct reason to interact with the product: scan the QR code on pack, participate, win a private Samurai Jay concert, exclusive access to RTL 102.5 Power Hits Estate and many Spotify Premium subscription. The RTL integration brought the campaign to life at one of Italy's most-watched summer music events, extending reach beyond owned channels. In addition, the TikTok Branded Effect "Le tue ossessioni estive" extended the campaign's logic into a platform-native format. Launched through a creator wave, it invited users to build and share their personal top-10 of summer obsessions, leveraging on one of TikTok's most long-lasting trends.
