Magnum at coachella
Making Magnum the Coolest Festival Accessory
THE BRIEF
For Coachella 2026, Magnum wanted to create an experience as bold and fashion forward as the festival itself.
Combining the music, lifestyle and cultural trends surrounding the festival to make the Magnum VIP experience one you couldn’t ignore.
on cloud10
We brought this to life through ‘Match Your Look’ - a concept turning festival fits into edible art. Using Magnum's world-first spray innovation, created by Cloud10, guests could create a Magnum to match their outfit, blending fashion, self-expression and ice cream into one immersive experience.
From the spray bar to a runway-inspired video moment, every touchpoint was designed to make Magnum feel like the ultimate festival accessory.
Because why shouldn't your ice cream match your outfit?
Press coverage
"Magnum was Coachella's first-ever frozen dessert sponsor and one of the festival's most popular food activations this year."
— Avenue Z, brand activation rankings
“Headliner specials — red lips for Sabrina, 'Yummy' for Justin and cherries for Karol G — turned the ice cream bars into accessories of sorts, and super-shareable ones at that."
— Event Marketer, TOP TACTIC designation
"Magnum's creative experience helped turn a classic food item into an Instagram-worthy visual transformation moment, essentially fashionising the brand and giving it a more luxurious, personal feel."
— Avenue Z analysis"They made the sweet treat part of the look. It made the offering more than just handing out ice cream. The brand handed out a moment worth sharing."
— Out of Office
"signature spray bar activation that allows guests to customize a Magnum Ice Cream Bar with edible spray paint inspired by their festival outfit, offering cool, fashion-forward indulgence in the desert heat"
— The Experience Edit
