Magnum Ice Cream is riding the pleasure train 'round the world. The premium treat company just opened its latest Magnum Pleasure Store in Singapore's Clarke Quay, after openings in Sydney,Toronto, Bangkok, Shanghai, New York, London, Paris and more. The campaign brings pop-up style stores to locations for about a month at a time before picking up and heading to a new spot. The current Singapore store will close on August 26 and eventually reopen in a still secret location.
Conceptualized by Magnum's global brand team, Magnum Pleasure Stores provide novel experiences for customers, who get to create their own custom Magnum ice cream at the shops. Consumers are served by Magnum's staff, dubbed Pleasure Makers, and can top their ice cream creations with untraditional toppings such as goji berries, gold flakes and rose petals.
Owned by CPG giant Unilever, this is the brand's second attempt at a pop-up style promotion. Magnum originally set up a booth outside of Singapore's Mandarin Gallery during a fashion event, but the booth didn't garner nearly as much buzz or visits as the Pleasure Stores.
Magnum, which got its start under the Wall's brand, has succeeded in breaking away from its humbling roots and instead is jostling with Haagen Daz and Ben & Jerry's, also a Unilever product, for leadership position in Singapore, where the brand boasts over 7 million 'likes' on Facebook. Selling nearly one billion units per year, the brand has leveraged cheeky marketing and celebrity partnerships, including a relationship with high-end designer Zac Posen and Hollywood actress Rachel Bilson. Gimmick or not, Magnum and Unilever—which credits its ice cream division as its fastest growing product segment—will continue to generate global buzz.
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