Magnum Ice Cream Faces Backlash Over Controversial Ad Campaign

Magnum Ice Cream, a premium brand owned by Unilever, recently faced significant backlash over an advertisement for its new pistachio-flavored ice cream. The ad, released in January 2026, visually linked the product to women's feet wearing ballet pumps, suggesting that the ice cream resembled a pair of half chocolate, half light green ballet shoes. This analogy was met with widespread criticism, with many consumers perceiving it as objectifying women and evoking "soft porn vibes." Observers noted that the specific Chinese word for "pleasant," used in the ad's slogan, is often associated with sexual pleasure, further fueling the controversy.

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The advertisement quickly trended on China's social media platform, Sina Weibo, where users expressed discomfort with the imagery. Comments ranged from finding the association unsettling to likening the experience of consuming ice cream to "eating feet." Critics argued that traditional ballet shoes do not feature the contrasting colors depicted in the ad, suggesting that the marketing campaign forced an artistic narrative that was inappropriate for a food product aimed at families and children.

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In response to the backlash, Magnum removed the advertisement from its official accounts, with links indicating that the content was no longer available. A representative from Magnum's parent company, Walls, acknowledged the feedback but did not provide a detailed explanation. Industry analyst Liu Dingding emphasized the importance of avoiding associations that could create negative psychological impacts on consumers, stating that linking food with foot-related imagery could lead to unease.

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Liu also highlighted the potential for "apology-driven marketing," where brands intentionally release provocative ads to generate controversy and subsequent apologies, thereby increasing visibility. He noted that while such tactics might attract short-term attention, they do not foster long-term brand loyalty.

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Magnum Ice Cream, which operates independently after a business spin-off from Walls (China) Co in July 2025, ranks as the second-largest ice cream brand in China by retail sales share. Despite its strong market position, experts warn that consumers are becoming increasingly discerning and less tolerant of controversial marketing strategies. They argue that genuine brand positioning and product quality are essential for sustaining consumer loyalty in the long run.

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• “It seems that Magnum ad producer has a foot fetish,” — Online Observer

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• “Linking food with imagery such as 'feet' or 'ballet shoes' can easily create negative visual and psychological associations, leading to a sense of unease among consumers,” — Liu Dingding, Industry Analyst

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• “In the social media era, even negative attention is better than none.” — Liu Dingding, Industry Analyst

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While the backlash was significant, the extent of its impact on Magnum's sales and brand perception remains unclear. There are no reports detailing consumer reactions in terms of sales figures or long-term brand loyalty following the incident.

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