Magnum ice cream has sparked controversy with an advertisement deemed inappropriate. The ad for a new "color-block ice cream" visually associated ballet shoes with the product, featuring close-up shots of a female model's feet.

This approach caused discomfort among many internet users, who felt the association was unpleasant and accused the content of objectifying women. The topic "Magnum ad ballet shoes" quickly became a trending subject online.

An investigation found that, as of now, Magnum's official channels have not publicly responded to the advertisement. However, the ad has been quietly removed from social media platforms, with related posts no longer visible. A Magnum customer service representative stated, "We have received the relevant feedback and are treating it with high importance. The situation will be reported to the responsible personnel, and we will subsequently strengthen our content review and control processes."

Financially, Magnum's situation is also challenging. The company reported revenue of 7.91 billion euros for 2025, a decrease of 0.5% year-over-year. Net profit was 307 million euros, plunging 48.4% compared to the previous year. Luo Huifen, President of Magnum Ice Cream Asia, has previously stated that China has made significant contributions to the growth of Magnum's Asian region.

The recent controversial ad promoted a new "color-block ice cream," claiming its color design was "inspired by the color-blocking aesthetics of ballet shoes." Visually, the ad deliberately linked ballet shoes with the ice cream, using close-ups of a model's feet as a tool to display the product. This presentation led many consumers to form negative associations, such as "foot-flavored ice cream."

According to Magnum's official flagship store, the new product comes in two flavors: Rich Pistachio and Dark Chocolate Mint. The pistachio ice cream features a combination of chocolate and green coloring. A single bar weighs 65g, and a pack of four is priced at 81 yuan, making the average price per bar 20.25 yuan.

Some consumers commented, "Turning the body into a tool to showcase product texture objectifies women! Why should something you eat be associated with shoes and feet? Is this an attempt to pursue sensory stimulation?" Others directly questioned the campaign's rationale, asking, "It looked delicious on its own; why was it necessary to link it with ballet shoes?" and "What is the intended message by connecting ice cream to feet? What is the point of this planning?"

This is not the first time Magnum has been accused of pushing boundaries with its advertising. Ahead of last year's Children's Day, Magnum released a campaign titled "Mini Wishes, Big Kids Are Here." While intended as a playful Children's Day marketing activity, it sparked controversy due to inappropriate presentation. The ad featured a young woman in silk pajamas, a man and woman sharing ice cream in bed, accompanied by copy such as "pleasure," "lazy moments," and "big kids also celebrate June 1," leading to accusations of强行 associating adult-themed suggestions with a children's holiday.

An investigation confirmed that, to date, Magnum has not publicly responded to either of these controversial advertisements. While the posts have been quietly removed from social platforms, the pistachio ice cream product remains available for sale through both online and offline channels.

In the Chinese market, Magnum positions itself as a mid-to-high-end brand targeting premium consumers, with its core selling point being "100% imported Belgian chocolate." Its product matrix includes the Classic Bar series, Indulgence series, and Mini series, typically produced, sold, and marketed by Wall's (China) Co., Ltd.

Corporate records show that Magnum's China-related entity, Wall's (China) Co., Ltd., has a registered capital of $180 million USD. Its business scope includes food production, grain processing food production, and beverage production. The company is wholly owned by Magnum Investments (Shanghai) Co., Ltd. Legal information indicates that this entity has been involved in multiple lawsuits concerning disputes over reputation rights, copyright ownership and infringement, and trademark infringement.

As a premium ice cream brand under Unilever, Magnum was listed on stock exchanges in Amsterdam, London, and New York last December, commencing its global expansion as an independent company. Reportedly, Magnum's opening share price was $14.60, and it reached a peak of $19.93 post-listing. Subsequently, the stock turned downward, with its current price at $14.46. From its February high to the present, Magnum's share price has accumulated a decline of 27.45%.

The stock volatility may reflect capital market concerns about Magnum's prospects. The company recently released its first annual report following its spin-off from Unilever, showing a 0.5% decline in revenue to 7.91 billion euros for 2025, and a sharp 48.4% drop in net profit to 307 million euros.

By region, Magnum's organic sales in Europe, Australia, and New Zealand grew by 3.3% in 2025. Sales in the Americas and the AMEA region (Asia, Middle East, Africa) increased by 0.8% and 10.9% year-over-year, respectively.

Magnum stated that in 2025, organic sales growth was strong for its four core brands (Magnum, Ben & Jerry's, Cornetto, Wall's). Looking forward, the external environment remains uncertain, but the ice cream market demonstrates resilience and positive development momentum.

At a recent Capital Markets Day event, Luo Huifen, Chairman of Wall's (China) Co., Ltd. and President of Magnum Ice Cream Asia, revealed that the Asia region is the company's fastest-growing and most profitable area, with total revenue of approximately 2 billion euros. She noted that China, along with Turkey, the Philippines, and Indonesia, has made significant contributions to the region's performance.

She indicated that Magnum currently holds approximately an 11% market share in China, ranking second. This suggests 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 is accelerating its expansion into emerging channels and product development. According to company disclosures, Magnum plans to launch nearly 30 new products in the Chinese market in 2026. In China, the company will continue to adhere to a premium strategy, utilizing digital marketing and channel expansion to compete with local brands like Yili and Mengniu.

A China food industry analyst commented, "In recent years, there have been increasing cases of marketing failures. Magnum's approach often seeks differentiation or novelty in its campaigns, but it may fail to adequately assess the risks involved or consider the potential negative repercussions, including moral and societal perceptions, from a comprehensive, multi-dimensional perspective. Overall, this incident reflects the intensifying competition within the ice cream industry and a trend towards more casual marketing approaches by companies."