Magnum Pleasure Store

Chocolate is always in fashion

The Magnum Pleasure Store concept brings people together to share an experience around personality, preference and above all, ice cream. Customers can have their ice creams dipped in freshly melted chocolate, and then decorate their dessert with a range of toppings to suit their taste.

With a long legacy of connecting with the fashion industry, took that connection a bit further, making the ice cream itself a fashion accessory.

To launch the store, we teamed up with fashion bloggers Emily Salomon, Sandra Willer and Freja Wewer to create three unique styles of Ice cream and clothing. The bloggers showcased their own taste by taking inspiration from the colours and textures, using beautiful and delicious toppings to translate that style to ice cream.

As part of a larger activation, we shot campaign images that were used to drive awareness through the influencers own Social channels, creating excitement for our physical experience held at Magasin, Copenhagen's largest department store.

Customers were invited to purchase a Magnum ice cream, and taking inspiration from the bloggers images, decorate them in the Pleasure Store to reflect their own individual fashion style and expression.

The pictures would inspire 6.000 Danes to make their own styles in the pop-up store. Sharing their own images through Social, suddenly made posing with a 280 calorie ice cream become a fashion statement.

Through the Pleasure Store we reached 863,000 people with $0 media spend.