A new “multi-sensory” advertising campaign for Magnum is turning heads (and stomachs) after pumping the smell of chocolate into a busy London commuter tunnel.
The campaign, installed last week in the walkway linking St Pancras railway station and King’s Cross St Pancras Underground station, aims to recreate the sensory experience of biting into a Magnum ice cream through a combination of sight, sound and scent.
But while the idea might look clever in a marketing presentation, commuters encountering it during the morning rush appear less convinced.
The advert releases bursts of chocolate aroma into the tunnel and plays a cracking sound intended to mimic the snap of Magnum’s chocolate shell. In reality, the execution has prompted mixed, and occasionally queasy, reactions.
One commuter told the BBC that the concept was admirable in theory, but less appealing in practice.
“I work in advertising and marketing and I really admire the idea,” he said. “But I’m not sure they accounted for some of the other odours that might be in this enclosed tunnel.
“The combination of the smell of urine and chocolate isn’t doing it for me.”
Others were more amused than offended. One passenger joked that the sound effect resembled “something tumbling out of a vending machine” rather than an ice cream being bitten into.
Online reactions have been similarly divided. Some commuters on social media described the scent as “far too strong” and “nauseating”, while others criticised it as smelling more like “a chocolate-scented bubble bath” than a dessert.
The installation has also caused issues behind the scenes. Staff working at the station told management the smell had begun drifting into their break room, prompting complaints to the station operator.
A spokesperson for Magnum defended the campaign, describing it as an attempt to “recreate the multi-sensory pleasure of enjoying a Magnum”.
“The Magnum activation at King’s Cross St Pancras recreates the multi-sensory pleasure of enjoying a Magnum through sight, sound and scent, and is designed to bring a moment of enjoyment for commuters,” the company said.
“Since the campaign began on 9 March, we have received mostly positive feedback from commuters onsite and will continue to optimise the campaign, which is scheduled to run until 22 March, based on consumer feedback.”
Station owner London St Pancras Highspeed said adjustments have already been made to the timing and frequency of the scent release following feedback.
Meanwhile, Transport for London confirmed it is aware of the issue.
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