“Magnum is an ice cream with a stick that is known for its thick layer of chocolate and for being addressed to adult consumers. After more than 20 years since its launch in which became a globally recognized brand, Magnum wanted to approach an younger target by producing a new line of ice creams. And since the brand essence is “intense pleasure” the Donec characters were created, a funny and healthy family created from milk and fruit, covered with a thick layer of chocolate.