The background
Magnum wanted to reignite excitement and indulgence by bringing the iconic Magnum Pleasure Store back to Westfield Sydney after a five-year break. Our mission? To recreate the beloved experience while adding new layers of innovation and excitement for today’s ice-cream lovers.
The nuts and bolts
We launched the pop-up with an exclusive night for media and influencers, ensuring the right voices set the tone for what would become a social sensation.
From there, ice-cream enthusiasts flocked to the store, where they were invited to create their ultimate Magnum at the dipping bar. With four dipping chocolate options, nineteen toppings, and three chocolate drizzles to choose from, customers crafted their own indulgent combinations before the Pleasure Makers sealed each creation with Magnum’s signature M Coin.
For the first time, we expanded the experience beyond the store. Customers could build their custom creations from the comfort of home through an interactive microsite or have them delivered straight to their door via UberEats, bringing Magnum’s pleasure experience to a whole new audience.
Over 54 days, the pop-up served 15,531 Magnums and melted over 1 tonne of chocolate. This wasn’t just a return—it was a pleasure revolution, with Magnum firmly re-establishing its place as the ultimate indulgence.
