"I work in advertising and marketing, and I really admire the idea but I'm not sure they accounted for some of the other odours that might be in this enclosed tunnel. The combination of the smell of urine and the chocolate isn't doing it for me."
"The Magnum activation at King's Cross St Pancras recreates the multi-sensory pleasure of enjoying a Magnum through sight, sound and scent, and is designed to bring a moment of enjoyment for commuters. Since the campaign began on 9 March, we have received mostly positive feedback from commuters onsite."
"It sounded more like something tumbling out of a vending machine to me."
Magnum Ice Cream installed a multi-sensory advertisement in a tunnel between St Pancras railway station and King's Cross St Pancras Tube station, designed to engage commuters through chocolate scent and cracking sounds mimicking ice-cream biting. The campaign has received mixed feedback. TfL workers complained the smell infiltrates their break room, and some commuters noted the chocolate scent clashed unpleasantly with existing tunnel odors like urine. Others appreciated the creative concept. The cracking sound was criticized as resembling a vending machine rather than biting chocolate. Magnum reported mostly positive feedback since the March 9 launch and plans to optimize the campaign through March 22 based on consumer input. TfL raised concerns with Network Rail, which manages the advertising location.
Read at www.bbc.com
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