I was at a graduate recruitment event in the UK for Unilever around 1998 when he speaker told us about the Magnum story. The premise was that someone might pay £1 for an ice cream to eat at home which seemed ridiculous at the time, given that people were probably expecting to pay 25-50p per choc ice/lolly, and that it might be something that would appeal more to adults than children. The Magnum was a big success and drove the way to flashier and more expensive ice creams!