Magnum Chocolate Scent Advert Modified at London Station After Complaints
A multi-sensory advertising campaign for Magnum ice cream, which was pumping out a chocolate scent at a busy London transport interchange, has been modified following numerous complaints from passengers and Underground staff. The advert, installed in a tunnel connecting St Pancras railway station and King's Cross St Pancras tube station, also features a cracking sound designed to mimic the experience of biting into a chocolate-covered ice cream.
Station Management and Advertiser Respond
London St Pancras Highspeed, the owner of St Pancras railway station, confirmed that JCDecaux, the company responsible for the Magnum advertisement, has made adjustments to the installation. This action came after the station management became aware of formal complaints regarding the advert's impact. A spokesperson for Magnum Ice Cream Company stated that while they have received mostly positive feedback from commuters since the campaign launched on March 9, they are committed to optimising the experience based on consumer responses.
Public and Staff Reactions
Passengers took to social media to express their discomfort, with one describing the scent as a "weird artificial chocolate smell" that induced feelings of nausea. Additionally, The Times reported that Transport for London workers stationed at the tube facility complained to railway management because the pervasive odour had infiltrated their break room, creating an unwelcome environment during rest periods.
The Magnum spokesperson emphasised on Thursday that the activation aims to recreate the multi-sensory pleasure of enjoying their product through visual, auditory, and olfactory elements, intending to bring a moment of enjoyment to daily commuters. The campaign is scheduled to continue running until March 22, with ongoing adjustments being made to ensure it remains engaging and enjoyable for the public.
Historical Context of Advertising Concerns
This incident is not the first time advertising on Network Rail property has raised concerns. In October 2024, the Government-owned company was directed by then-transport secretary Louise Haigh to cease using a 15-metre screen above the concourse at Euston railway station for displaying advertisements, highlighting ongoing debates about the appropriateness and impact of advertising in public transport spaces.
The modifications to the Magnum advert reflect a broader challenge in balancing innovative marketing techniques with public comfort and welfare in high-traffic urban areas. As sensory advertising becomes more prevalent, feedback from commuters and staff will likely play a crucial role in shaping future campaigns to avoid similar disruptions.
