Magnum Bon Bon

The Brief Magnum needed to launch their new sharable Bon Bons snack on Snapchat for a UK audience. The core objective was to generate excitement and clearly communicate the product's most distinct feature: its satisfyingly loud, chocolatey crunch. My task was to manage casting, concept development, and scripting to bring this sensory experience to life.

The "Why" / Creative Insight We all love the idea of sharing dessert, right up until the first bite. We tapped into that selfishly delightful moment, recognizing that the signature, audible crunch of a Magnum Bon Bon was a secret too good to keep quiet.

Strategic Direction To launch this new sharable snack in the UK, my strategy was to make the chocolatey crunch the sonic hero of the campaign. I led the casting process to find charismatic creators who could deliver both humor and a compelling, appetite-inducing sound. I then collaborated directly with the two finalists, rewriting my initial scripts to reflect how they’d authentically enjoy the product, ensuring the final ads felt native to the platform and genuinely fun.

Results The campaign delivered a series of appetizing, personality-driven videos that perfectly introduced the new product line to the Snapchat audience, balancing brand messaging with native creator-led humor.

My Role Creative Lead, Art Director, Copywriter

Producer Isabella Sanders