Magnum takes over Regent Street for traffic free shopping day
Friday May 29, 2015 at 3:23pm
Magnum is taking over London’s Regent Street again this Sunday – May 31st – supporting the street’s traffic free day and celebrating the launch of its two new limited edition flavours, Magnum Pink Raspberry and Magnum Black Espresso. This year’s Regent Street Takeover by Magnum follows its enormously popular takeover in 2014 that celebrated the launch of its limited edition Marc De Champagne flavour. That variant became the number one ice cream NPD In Home, the number one ice cream NPD in London OOH and saw a stronger penetration in its first year than any other NPD launch from Magnum, demonstrating the profit potential offered by limited-edition variants from Magnum. To bring both of the new ice cream flavours’ personalities to life, Magnum has collaborated with singer and fashion favourite Mollie King to create ‘The Magnum Emporium’. The Emporium will include a dreamlike floral garden to bring to life the playful world of Pink Raspberry and a sultry jazz club for the more sophisticated world of Black Espresso to create a unique, immersive experience. In addition to Magnum’s Emporium, consumers visiting Regent Street will be treated to dance performances, a catwalk show, themed cocktails at nearby restaurants, complimentary freshly dipped Magnums and discounts at fashion stores. Magnum will bring the day to a close with a spectacular finale, as consumers will be asked to vote for the London Eye to be lit up in either pink or black by tweeting #London and #MagnumPink or #MagnumBlack. Nicola Rolfe, Brand Manager for Magnum at Unilever UK, says: “Our Regent Street takeover will be a fantastic celebration of our two newest variants and showcase the two unique personalities of Magnum Pink Raspberry and Magnum Black Espresso.” Activity on or around Regent Street will include a new limited edition cocktail, Infinity & Beyond, from Gordon Ramsay’s Heddon Street Kitchen, free manicures and other giveaways at H&M, a Hunter lawn showcasing the Wellington boot company’s latest collection and discounts at Austin Reed, Banana Republic, Anthropologie, Armani Exchange, Penhaligon’s, Charles Tyrwhitt, Camper, Goat, Guess, Juicy Couture, Russel and Bromley, United Nude and Whittard of Chelsea, among others.