Background Magnat is an ice cream brand, that always inspires people to seek pleasure. In 2022 Magnat disappeared from the kazakhstani market and was sold under different brand name. People stopped recognizing their favourite ice cream and sales dropped. Challenge Magnat returned in 2023 with two new tastes – Double Sunlover and Double Starchaser. We needed to reintroduce Magnat to Kazakhstan with two new tastes and to make Magnat the trending topic again. Idea We decided to make Magnat a part of pop culture and bring together two completely opposite personalities to make a perfect summer anchor and head-spinning music video, filled with joy and pleasure. Execution To launch new campaign we took two perfect ambassadors for Sunlover and Starchaser: pop-diva Dequine and enigmatic rapper Truwer. In unexpected collaboration Magnat teamed up with them to write a song, Deja Vu, and to make a first in Kazakhstan 8K 360° VR music video. We brought together their two completely different worlds and proved that with Magnat, the pleasure is omnipresent. Results Magnat became the talk of the town +54% sales of entire portfolio Bestsellers: Sunlover and Starchasers with sales above benchmark +211% In top 10 in all music charts 1M+ plays across streaming platforms 3,6M music video reach 33K use of sound on TikTok and Instagram