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Magnum Ice Cream Campaign Modified After Commuter Complaints

3/14/2026

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Summary

Story summary

The chocolate-scented Magnum ice cream campaign at London St Pancras railway station was modified after complaints and previous concerns about advertising on Network Rail property.
The multi-sensory campaign includes a chocolate scent and sound effects installed earlier this month.
Some commuters described the smell as weird or nauseous.
Magnum said feedback was mostly positive.
The advert is set to run until March 22.

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Story summary

The chocolate-scented Magnum ice cream campaign at London St Pancras railway station was modified after complaints and previous concerns about advertising on Network Rail property.
The multi-sensory campaign includes a chocolate scent and sound effects installed earlier this month.
Some commuters described the smell as weird or nauseous.
Magnum said feedback was mostly positive.
The advert is set to run until March 22.