Cracking Cannes: How Magnum Made Ice Cream the Hottest Accessory of 2025

At the 2025 Cannes Film Festival, Magnum Ice Cream transformed its annual beach pop-up into a vibrant, influencer-driven spectacle. Partnering with avant-pop icon Charli XCX, the brand’s “Nothing Cracks Like a Magnum” campaign blended music, fashion, and indulgence, capturing global media attention.

From Ice Cream to Icon

Magnum’s 2025 campaign marked a significant shift as the brand became the flagship of the newly independent Magnum Ice Cream Company, based in Amsterdam. Embracing its roots, the campaign celebrated Magnum’s original offerings, moving beyond polished perfection to authentic expression.   

Charli XCX’s Brat-Pop Takeover

Charli XCX’s creative direction infused the event with her signature “brat” style. The pop-up featured a playful, high-energy aesthetic, including a DJ-led party and the introduction of the Magnum Bakery, serving croissants filled with Magnum ice cream. 

Media Production & Influencer Engagement

PA Media Assignments, commissioned by PR agency Golin, delivered premium photo and video content, capturing red-carpet moments and candid interactions. Over 60 influencers participated, producing social-first content that amplified the campaign’s reach. Highlights were featured in The Standard, The Sun, and The Daily Mail, with Charli XCX sharing the video on her Instagram page.

Critical Takeaways

• Strategic Celebrity Partnership: Aligning with Charli XCX allowed Magnum to tap into her fanbase and cultural relevance.

• Immersive Brand Experience: The event’s interactive elements, like the Magnum Bakery, created memorable consumer engagements.

• Influencer Amplification: Leveraging influencers expanded the campaign’s reach across social platforms.

• Media Integration: High-quality content production ensured widespread media coverage.

Further Exploration

• Magnum’s Official Campaign Page

• PA Media’s Case Study

• Charli XCX at the Magnum ‘Crack Into Pleasure’ Party in Cannes

Magnum’s 2025 Cannes activation exemplifies how brands can create cultural moments through strategic partnerships, immersive experiences, and savvy media production. By embracing authentic expression and leveraging influencer networks, Magnum turned a simple ice cream into a symbol of indulgent pleasure.