Magnum ice cream has once again found itself at the center of an advertising controversy. Recently, many netizens noticed an advertisement for a new pistachio-flavored product posted by Magnum on a social media platform. The promotional material used the theme of "color-clashing aesthetics inspired by ballet slippers," linking the color design of ballet shoes to the ice cream's appearance. Some consumers found this association uncomfortable, questioning whether the content objectifies women. The topic "Magnum ad ballet slippers" quickly became a trending search topic on April 13.
In response to an inquiry about the advertisement's authenticity made to the customer service of Walls, the brand associated with Magnum, the representative did not directly confirm it. They stated, "We have received your feedback and take it very seriously. We will further strengthen our content review and control processes moving forward. Thank you for your attention and reminder."
Possibly due to the growing public discussion, the relevant Magnum account has now deleted the advertisement, with the link showing "this content is currently unavailable." When asked if the ad was taken down by request, another Walls customer service representative said they had not received any notification regarding such a matter, confirming that the pistachio ice cream remains available for sale through both online and offline channels.
According to screenshots of the ad from the social platform, the promotion was for Magnum's first color-clash ice cream released this year. The product comes in two flavors: rich pistachio and dark chocolate mint. The pistachio variant features a combination of chocolate and green, while the mint version pairs chocolate with blue. The ad copy included phrases like "encounter double exquisite chocolate layers, unlock new trends of pleasure, drawing inspiration from the color-clashing aesthetics of ballet slippers."
Some consumers argued that traditional ballet slippers do not feature the color-clash design shown in the ad, suggesting the campaign was forcing an artistic concept and inappropriately associating a food product with feet. However, other consumers felt the advertisement was merely an exaggerated expression for the product, emphasizing that taste is ultimately more important.
On Walls' Tmall flagship store, the product is priced at 51 yuan for a pack of four, equating to 12.75 yuan per piece. When including a 30-yuan shipping fee, the cost per piece rises significantly to 20.25 yuan.
This is not the first time Magnum has faced controversy over its advertising. In May of last year, Magnum released a series of images promoting a new ice cream product. Some promotional content featured models wearing silk pajamas seated on a bed, accompanied by copy such as "Big kids also celebrate Children's Day" and supplemented with words like "pleasure" and "lazy moments." That advertisement was questioned for potentially carrying suggestive undertones and is also no longer visible.
As a premium ice cream brand under Unilever, Magnum has consistently used "100% imported Belgian chocolate" as its core selling point since entering the Chinese market, targeting mid-to-high-end consumers. Its product lineup includes the Classic Bar series, Decadence series, and Mini series, typically produced, sold, and marketed by Walls (China) Co., Ltd.
In 2024, the ice cream business, which includes brands like Magnum, Walls, and Cornetto, was announced to be spun off from Unilever, with independent operations scheduled for completion in July 2025, forming Magnum Ice Cream Company. In December, the company announced its listing on stock exchanges in Amsterdam, London, and New York.
According to documents filed by Magnum Ice Cream Company with the U.S. SEC, as of last November, China ranked among its top ten global markets. By retail sales share, Magnum Ice Cream Company is the second-largest ice cream enterprise in China.
The documents also disclosed its revenue in the Chinese market. For the full year 2024 and the first half of 2025, Magnum Ice Cream Company's revenue in China was 317 million euros (approximately 2.616 billion RMB) and 270 million euros (approximately 2.229 billion RMB), respectively.
Previously, Rowena Cheung, Asian General Manager of Magnum Ice Cream Company, discussed the performance in the Chinese market during an event, noting that sales in the Chinese market achieved double-digit growth in the first half of 2025. She stated that the Asia region is the company's fastest-growing and most profitable area. This indicates that stable growth in the Chinese market serves as a crucial support for its overall performance.
To further expand its market share in China, Magnum began focusing on developing new channels last year, including instant retail and e-commerce. "Instant retail not only grows much faster than large hypermarkets, but its profit margin structure is also superior to that of traditional supermarkets," Magnum CEO Peter ter Kulve stated earlier.
Regarding pricing, Magnum has consistently maintained its premium positioning. The brand continually emphasizes its use of 100% imported Belgian cocoa butter chocolate, as opposed to cocoa butter equivalents.
However, a brand's premium positioning entails not only higher prices and quality but also demands higher standards in cultural adaptation and marketing ethics. As an ice cream giant eager to expand its market post its independent listing, Magnum must not only explore market potential through product innovation and channel expansion but also establish a marketing system and review mechanism that genuinely aligns with Chinese culture.
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