Magnum’s Anti-Metaverse Campaign: Preserving the Essence of Reality

MetaversePlanet April 2, 2023Last Updated: August 14, 2024

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Metaverse technology undeniably offers a broad spectrum of intriguing experiences. Yet, this doesn’t imply that traditional, “real-world” habits will be supplanted by virtual ones. Magnum, branding itself as the “authority of pleasure” in the ice cream domain, underscores through its latest campaign that some experiences, like the joy of eating ice cream, remain unparalleled in the metaverse.

Through its #NotAvailableInTheMetaverse campaign, Magnum articulates its stance that individuals should seek out joy in both the tangible and virtual realms. The campaign features a film about Luna, a virtual avatar, who endeavors to escape the meta-universe in search of the unique pleasure offered by Magnum. Despite her efforts, Luna finds that certain real-world experiences, such as the act of biting into a Magnum ice cream, elude her in the virtual realm.

This film is set to premiere at Metaverse Fashion Week, hosted in Decentraland, and will subsequently be aired on Twitch. “As a brand, we champion the pursuit of pleasure,” stated Sara Paixao, Magnum’s Global Digital Brand Manager.

While acknowledging that pleasure can be encountered both offline and online, Paixao notes, “The specific joy of consuming ice cream is something that the virtual world cannot replicate at this time.”

The campaign aims to motivate people to temporarily step away from the digital and immerse themselves in the tangible delight of enjoying a Magnum, highlighting that such an experience is absent in the metaverse.