The Magnum Ice Cream Company Makes Its Sweetest Move Yet Into Live Music
Summer has always had certain rituals: long nights outside, concerts with friends and, somewhere along the way, ice cream.
Whether it’s a cone after dinner or something cold in the middle of a hot day, frozen treats have long had a place in the season. Now, The Magnum Ice Cream Company is bringing fan favorite treats to more than 40 Live Nation amphitheaters in the U.S., with select festivals to follow.
Here’s what fans can expect this summer.
The Sweet Spot Before the Show
The lawn fills up before sunset. Fans claim their spot hours before the opener. What used to be just a show has become a full night out. That extra time changes what fans want from their experience.
On a warm summer night, they are looking for ways to cool off, snack and celebrate the moment. 75% of fans say they have a sweet tooth and 78% say frozen treats help them cool off at a show.
Now, they can grab a Klondike Bar on the walk to their seat, share a Ben & Jerry’s Cookie Dough Bar before the opener, or dig into a Magnum Double Caramel Bar halfway through the night.
“Summer concerts and festival experiences are some of the best memories of the year for a lot of people, and fans remember a great show for all kinds of reasons,” said Christopher Swope, SVP of Brand Partnerships & Innovation at Live Nation. “The music is a huge part of it, but so is everything that comes with the experience of being onsite. Magnum Ice Cream Company is helping make those memories a little sweeter.”
Beyond the Grocery Aisle
Partnerships like this speak to something bigger happening across marketing. More brands are thinking beyond the shelf and asking what it looks like to show up in the moments people are already excited to be part of.
For categories that have traditionally lived in the grocery aisle, live music creates a different kind of environment. On a hot summer night, grabbing a Good Humor strawberry shortcake bar or a creamsicle bar between sets feels less like a purchase and more like part of the experience itself.
“Live music is one of the most powerful ways fans come together during the summer, and our partnership allows us to show up in those moments at scale,” said Daan Westdjik, US Head of Customer & Channel Strategy at The Magnum Ice Cream Company. “By bringing our portfolio of frozen treats directly into venues and festivals, we’re making it easier for fans to enjoy the brands they love while they’re experiencing the energy of live entertainment.”
Live music moves product to participation, finding places where brands can feel less like an interruption and more like a part of the ritual.
