Seeking to add some oomph to Unilever's old-school Magnum ice cream brand among 20- to 35-year-olds in the Netherlands, media agency Naked came up with a contest in which women were asked to film themselves while savoring an ice cream bar. The "Miss Magnum" entries were posted to a Web site, and supported by print, radio and outdoor ads, as well as drops of lingerie at parks and train stations.

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