To launch Magnum’s most luxurious new ice cream to date, the Double Gold Caramel Billionaire, I helped give people the chance to taste the layers in their own unique way.

My knowledge of sonic frequencies and gastrophysical research was limited at best, so I turned to food anthropologist Caroline Hobkison and gastrophysical musicians Unusual Ingredients to help create individual taste profiles based on people’s flavour preferences. From here people were directed to a bespoke audio-visual experience that heightened certain flavours and textures and augmented the taste of their Magnum to make it even more pleasurable.

I tried it and it actually worked which was a bonus!

As well as the digital experience the teams at Golin and Hot Pickle re-created the whole thing in real life.

Results:
• +59% traffic increase YOY
• Over 8,500 unique pleasure profiles created
• Most successful NPD launch generating £12.5M RSV

Awards:
Won Campaign’s Top 10 live experiences 2021

Press coverage:
Little Black Book
Campaign
TimeOut

Grab a Magnum Double Gold Caramel Billionaire and try it for yourself: magnumicecream.com/uk/pleasure-sensorium