A new 'multi-sensory' advertisement for Magnum ice cream, designed to recreate the experience of eating the treat, has been installed in a tunnel connecting St Pancras and King's Cross St Pancras Tube stations in London. The ad emits a strong chocolate scent and includes a cracking sound, aiming to bring enjoyment to daily commuters.
Commuters Report Nausea from Overpowering Scent
However, the campaign has backfired, with numerous commuters complaining that the chocolate smell is 'far too strong' and 'nauseating.' Many have described it as an 'artificial chocolate smell' rather than an appetising aroma, leading to discomfort during their journeys.
TfL Staff Voice Concerns Over Pervasive Odour
Transport for London (TfL) staff working at the station have also raised significant concerns. They report that the pervasive scent infiltrates their break room, creating an unpleasant working environment. This has prompted formal complaints to management about the ad's impact on staff well-being.
Magnum Defends Campaign Amid Backlash
In response to the complaints, Magnum Ice Cream Company has defended the innovative campaign. A spokesperson stated that they have received 'mostly positive feedback' from the public and are currently optimising the advertisement to address any issues. They emphasised the intent to enhance commuter experiences through sensory engagement.
TfL Escalates Issue to Network Rail
Transport for London has taken action by raising the issue with Network Rail, which manages the area where the advertisement is located. Discussions are ongoing to find a resolution that balances promotional activities with the comfort of commuters and staff.
The incident highlights the challenges of integrating sensory marketing in public spaces, where strong scents can have unintended negative effects on large numbers of people. As urban advertising evolves, such cases may prompt stricter regulations or guidelines for multi-sensory campaigns in transit hubs.
