# Unilever

Desperate Measures: Magnum’s Marketing Blunder Lifts the Veil on a Troubled Independence

Magnum ice cream is facing intense backlash in China over a suggestive 'ballet-themed' advertisement, highlighting a deeper crisis as the brand's profits halved following its spin-off from Unilever. The controversy underscores the tension between Magnum's premium positioning and its desperate attempts to maintain market share amidst rising costs and a shift in Chinese consumer behavior toward cheaper alternatives.