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Magnum Ice Cream's Sweet Scented Ad Divides Commuters

3/17/2026

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Summary

Story summary

Magnum Ice Cream launched a multi-sensory ad campaign at London's King's Cross Station on March 9.
The campaign uses a chocolate scent and sound effects to mimic eating ice cream.
The response is mixed, with some commuters praising it and staff complaining the aroma clashes with odors.
In response, Magnum adjusted the scent's timing and frequency.
The campaign will run until March 22 and boost commuter enjoyment despite backlash.

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Story summary

Magnum Ice Cream launched a multi-sensory ad campaign at London's King's Cross Station on March 9.
The campaign uses a chocolate scent and sound effects to mimic eating ice cream.
The response is mixed, with some commuters praising it and staff complaining the aroma clashes with odors.
In response, Magnum adjusted the scent's timing and frequency.
The campaign will run until March 22 and boost commuter enjoyment despite backlash.