Magnum, the Unilever owned ice cream brand (not the condom manufacturing company) opened a pop-up store in Toronto earlier this summer and named it “Magnum Pleasure Store”. I’m not even kidding.
Since it opened during Ramadan, I had to wait till after Eid to go. Luckily for me, they extended the store’s closing date to the end of August.
The idea is that you go in, pick whether you want chocolate or vanilla ice cream, choose a dipping chocolate (classic, dark, or white), and then choose a random bunch of toppings to go on top. These include normal things like chocolate flakes and hazelnut bits and weirder things like rose petals and pop rocks. As if the calorie count wasn’t enough - you also get a choice of milk, dark, or white chocolate drizzle to finish off the look.
If you ask for “The Golden Touch” they put gold sprinkles on your ice cream creation. Purdyyyyy.
But that’s not what’s special about this whole thing. It’s the thinking that went behind marketing the whole thing. The hype over this pop-up store has been insane, I’m positive their sales numbers went through the roof this summer, the timing is perfect, and the attention to detail is commendable. Pictured here is the Magnum artwork inside the Toronto pop-up store. There’s a Magnum “M” next to a CN Tower (easily the most popular
TV antenna building in the city) and a beautiful chocolatey artwork showcasing the (in)famous Toronto streetcars!