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Magnum says a “day without pleasure is a day lost…”

For some time now design-your-own Magnum icecream shops have been popping up around the world – part of a global marketing initiative by Unilever head office. The London experience of “Make my Magnum” is currently halfway through a 9 week stint at the Magnum Pleasure store in Covent Garden (and other London stores) – the concept has already been in Sydney and Melbourne (and Paris, New York, Amsterdam, Shanghai…)

There are (apparently) several steps to creating your own Magnum – choose a base icecream, then the coating (3 shades of chocolate) – add a selection of toppings (nuts, flakes, crumbles…) and choose colours / flavours of the final drizzle and swirl of the “M” logo. The concept has been hugely popular (there are always long queues…) – usually driven by hugely successful social media campaigns. Magnum has used Facebook, Instagram and Twitter to spread the word – encouraging customers to upload images of their unique and gooey creations under the “#MagnumLDN” banner.

View the Covent Garden Magnum Pleasure Store video here on YouTube

Closer to home, Nestle Australia has just opened a Kit Kat Studio pop up in central Sydney – also offering fans the experience of creating their own Kit Kats from a selection of uncommon / unusual ingredients (chilli flakes, caramel popcorn, rose petals…). The store includes a photo booth, encouraging uploads of customer creations at the hashtag “#createyourbreak”. The Kit Kat Studio will be open daily ‘till the end of August, on level 2 of Westfield Sydney (near Gap)


Make my Magnum

Kit Kat Westfield Sydney



images :   Make my Magnum, Kit Kat Studio Sydney

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