MAGNUM's Brilliant Campaign: #NotAvailableInTheMetaverse

Magnum ice cream launched a bold new campaign under the hashtag #NotAvailableInTheMetaverse. The campaign's purpose is to highlight that the pleasure of eating a real ice cream simply cannot be replicated in a digital world.

The campaign runs across social media and other digital channels, emphasising the differences between the real world and the digital world to consumers. Magnum's goal is to remind people that the pleasures and experiences available in real life — like enjoying an ice cream — are irreplaceable and incomparable to anything the metaverse can offer.

As part of the campaign, Magnum is sharing a range of content on social media, including real-world photographs and videos of ice creams, alongside digital images and animations that illustrate the absence of that ice cream experience in the metaverse.

Magnum's aim with the campaign is to draw attention to the fact that while the metaverse is playing an increasingly large role in people's lives, the pleasures and experiences available in real life remain indispensable and important. The idea behind the campaign is that despite the possibilities of the digital world and the metaverse, we must never forget the moments, experiences and sensations available in real life.

The campaign sends a clear message to consumers: real-world pleasures like Magnum ice cream remain important and valuable, and these experiences cannot be substituted by anything in the digital world.