MAGNUM
PLEASURE SENSORIUM
To launch Magnum’s most luxurious new ice cream to date, the Double Gold Caramel Billionaire, we gave people a chance to taste the layers in their own unique way.
Our knowledge of sonic frequencies and gastrophysical research was limited at best, so we turned to food anthropologist Caroline Hobkison and gastrophysical musicians Unusual Ingredients to help us create individual taste profiles based on people’s flavour preferences. From here we could direct people to a bespoke audio-visual experience that heightened certain flavours and textures and augmented the taste of their Magnum to make it even more pleasurable. We tried it and it actually worked which was a result!
As well as the digital experience we teamed up with Golin and Hot Pickle to re-create the whole thing in real life.
The results:
+59% traffic increase YOY
Over 8,500 unique pleasure profiles created
Most successful NPD launch generating £12.5M RSV
Grab a Magnum Double Gold Caramel Billionaire and try it for yourself:
Magnum Pleasure Sensorium
AWARDS AND PRESS COVERAGE
Won Campaign’s Top 10 Live Experiences 2021
Little Black Book
Campaign
TimeOut
