A Magnum ice cream advertisement released recently on a social media platform has sparked controversy after linking its new product's color design to the "contrasting aesthetics of ballet shoes," with some consumers saying that the association is unsettling, as the topic "Magnum ad ballet shoes" trended on China's social media Sina Weibo.

The Global Times contacted the customer service division agnum's parent brand Walls for comment on the ad's release, but the company did not give a direct answer as of press time, with a representative saying only that it "has received the feedback and attaches great importance to it," and will "further strengthen content review and oversight."

Some consumers said on Weibo and Xiaohongshu that the ad deliberately used women's shoes and foot-related imagery to generate buzz, with some saying it created an uncomfortable feeling akin to "eating feet" while consuming ice cream.

Others argued that traditional ballet shoes do not feature the contrasting color design shown in the ad, saying the campaign appeared to "force an artistic concept," while linking food with foot-related imagery was inappropriate.

Amid mounting public backlash, the advertisement has been removed from Magnum's official accounts, with the link now showing that "the content is no longer available."

Liu Dingding, an industry analyst, told the Global Times on Monday that as an edible product primarily targeting children and families, ice cream should avoid associations that may trigger discomfort. "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 noted.

He added that traditional ballet shoes are typically in a single flesh-pink tone, rather than the contrasting color design highlighted in the advertisement.

"The brand's claim that the design was 'inspired by ballet shoes' has been questioned by many as a forced artistic narrative to capitalize on the appeal of high culture," Liu said, adding that such marketing, combined with previous controversies, has further eroded consumer trust.

However, Liu said that the incident may also reflect "apology-driven marketing," noting that some brands deliberately release provocative or borderline ads to spark controversy, then issue apologies to generate further exposure. "In the social media era, even negative attention is better than none. Compared with paid promotion that often generates limited effect, such 'black-red' tactics - a controversy-driven path, can bring greater traffic," he said.

As an ice cream brand under Unilever targeting the mid-to-high-end market, Magnum was previously produced, marketed and distributed in China by Walls (China) Co. In July 2025, it completed a business spin-off and began operating independently as Magnum Ice Cream Co, although it remains wholly owned by Unilever, according to media reports.

In December, the company announced listings in Amsterdam, London and New York. According to a filing submitted by Magnum Ice Cream Co to the US Securities and Exchange Commission, China was among its top 10 global markets as of November last year. By retail sales share, the company ranked as the second-largest ice cream player in China, according to Jiemian News.

Experts said that consumers are becoming increasingly rational and show little tolerance for "black-red" marketing tactics. They are well aware that short-term controversy cannot translate into long-term brand loyalty, and that only sincere brand positioning and solid product quality can win the market and sustain consumer stickiness.