The internet is ablaze with all sorts of pictures and ponderings about an ice cream brand with a very intriguing name – MAGNUM. Before the introduction of this new product to the market, “magnum” is commonly associated with guns or firearms. But now, we associate it more with ice cream made of Belgian chocolate. I have only consumed not more than five bars of this ice cream product since the start of this Magnum phenomenon. Why? It is simply because convenience stores near our place have ran out of stock! This only shows that Magnum has become a hit to those with sweet tooth, which includes you and me.
I am not sure if people will side with me with this thought, but is it not the case all chocolate products taste the same? There could be variations in taste, color, and texture, but all of them have a generic taste due to a common ingredient which is chocolate. Following this line of thought, then Selecta’s Magnum could not in any way be different from Magnolia, Arce, Nestle, or Haagen Dazs chocolate flavored ice cream. But what could possibly explain the pandemonium over Magnum?
First, is the name itself. “Magnum” I think is the last word on earth that one will use to name an ice cream, for it is commonly associated with guns or firearms. For something that is sweet, the written rule is to give it an equally sweet and charming name, and not something which does not have anything to do with it. But Magnum is an exception to this rule, which is a prime example of “thinking out of the box”. Uttering a word that we do not normally mention and hear in ordinary conversations brings us to certain level of excitement which is quite similar, if not exactly similar, to using a new and unfamiliar gadget. More so if it is associated with food, just like in the case of Magnum. Who would have thought that an ice cream will be baptized with such a name? Undeniably, it is an unconventional name for an ice cream. To further illustrate this idea, some gadgets go by the name of Apple. Get the point?
Second, most Filipinos, if not all, have this penchant to be “in”. We are always more than willing to devour literally anything that is in vogue from fashion to gadgets and to food. For my part, I even posted on Facebook two photos of Magnum that went on a trending spree courtesy of comments from my friends. Magnum tastes good, just like any other ice cream brand. But what is spectacular about it is the hype that has been created by people in its honor, which makes people more drawn to it, which we did not experience with other ice cream brands. Magnum, indeed, sells like hotcakes. For several days now, two convenience stores near our place that I visit alternately have ran out of stock! Magnum is a pricey commodity. But Filipinos do not really mind, for the sake of being “in”.
For the third reason, allow me to share the answer of my respondents as to why Magnum is popular:
"Sikat ang packaging niya, parang sosi!"
- Lou Valdez, BSN
"For me Sir, ang Pinoy kasi pag may sikat na bagay, makikitrend na yan para lang masabi na hindi ka huli sa trends or sa balita. Kahit hindi pa natitikman ang Magnum, sasabihin masarap. Para sikat din siya." - Joanna Marie Villanueva, BSN
Dahil pasosyal ang ice cream na to Sir. Haha, and alam mo naman ang mga Pilipino kahit mahal or kahit ayaw naman ng lasa, bibili tayo just for curiosity purposes or para masabi lang. But what Filipinos don't know is that mahal siya kasi Belgian chocolate yung ginamit and mahal yung wood na ginamit sa stick ng Magnum!! Hahaha! - Darryl Reyes, BSHRM, practicumer at Boracay Regency
"Everybody loves chocolate! Of course, yung iba na curious sa latest craze kaya nakiuso at naaddict na!"
- Gilliane Therese Acevedo, MA,
preschool teacher
“Sikat magnum kasi MAHAL. Alam mo naman ang Pinoy madali maloko. Pero ang galing nga ng strategy ng Selecta, they know na two things lang ang mabili para sa pinoy: yung pinakamura at pinakamahal.” - Redel Fronda, Executive Relations Specialist, TELUS
"It is a perception managed product that is too sweet and too expensive for the type of product that it is. The end users of the product are doped into thinking that it is better than a regular popsicle. It's not. I would rather buy gelatto for the money the producers want consumers to spend on a worthless product."
- Bogs Reyes, Training Officer, Startek Phil.
To end this latest blog entry, let me say that most Filipinos have gained a notoriety for munching on what is popular, and for chewing on fads and crazes. But to balance the tide, Filipinos are good reviewers and critics as well, most especially when what is at stake, is their hard-earned keep. So Magnum is the latest popular commodity in town. Some patronize it, some keep it at bay. This is a free country anyway.
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