Magnum creates a foodie expertise that evokes all of the senses
Magnum’s foodie experience brings to life the brand’s belief that indulgence has more than one layer
Called the “Magnum Enjoyment Sensorium”, it celebrates the brand’s latest ice cream, Magnum Double Gold Caramel Billionaire and will take place as both a digital and personal immersive experience.
Designed in collaboration with food anthropologist Caroline Hobkinson, the Sensorium offers the audience a multi-sensory feast to explore the layers of the brand’s Double Gold Caramel billionaire and discover their own personal “pleasure profile” – a profiling system that reveals how the senses and setting preferences influence a person’s unique enjoyment experience.
On July 5th, the digital “Magnum-Genuss-Sensorium” was opened, followed by the ticket pop-up in the Truman Brewery from 15th to 18th March. July.
The four day pop-up invites consumers to awaken all of their senses by taking a physical journey through the layers of the product. First, the use of sounds to amplify sweet and bitter notes in “The Chocolate Chamber of Sounds”; followed by smooth and rough textures that are explored in the “Biscuit Passage”.
Sweet to salty scents can then be experienced in the “caramel bath” and contrasting taste textures are pampered with the “ice core”. Finally, the “Layer Lounge” invites you to experience the “Magnum Dipping Bar”. Here a bespoke magnum billionaire is created with a topping menu curated by Hobkinson according to the guests’ “pleasure profiles”.
Online, the virtual “Magnum Pleasure Sensorium” offers a personal audio tasting experience of the brand’s Billionaire ice cream, which is tailored to the “pleasure profile” of the user. The guided audio landscape, created in collaboration with Unusual Ingredients, uses the sensory science of sound to enhance the personal enjoyment of a magnum billionaire’s meal.
Each stage of the digital journey reinforces the taste layers in turn to emphasize the attributes that best match the listener’s tastes and create a personalized experience. During the virtual trip, users also have the opportunity to win Magnum headphones.
Philippa Atkinson, Marketing Manager for Magnum UK, said: “Magnum is known worldwide for luxury ice cream and the Magnum Pleasure Sensorium aims to further enhance the brand. By activating the experience, consumers are offered a real experience – an extraordinary, multi-sensory taste experience that visitors want to share. “
The integrated activation was developed by goal, Mention MullenLowe and Hot Pickle.
Magnum Double Gold Caramel Billionaire is part of the Double franchise, which is made up of a 10 million
