THE CHALLENGE
After five years away, the Magnum Pleasure Store was returning to Westfield Sydney. We needed to give fans the indulgence they remembered, with fresh reasons to come back for another dip.
THE IDEA
We brought back the pleasure of making it your own. At the Magnum Pleasure Store, a classic ice cream became a blank canvas for chocolate lovers. And for the first time, we took the experience beyond the dipping bar, letting people create their perfect Magnum online and have it delivered.
HOW PEOPLE ENGAGED
An exclusive media and creator night gave the first taste of what was to come. Then customers took their pick of four dipping chocolates, nineteen toppings and three drizzles. Our Pleasure Makers finished each creation with Magnum’s signature M Coin. Those staying in could customise through an interactive microsite or order via Uber Eats. Going out was entirely optional. Going all out was encouraged.
WHAT IT BUILT
15,531 Magnums served in 54 days. More than a tonne of chocolate melted. A much-loved retail experience returned, with new ways to indulge in-store and at home. A comeback worth getting chocolate on your fingers for.
