Magnum to light London Eye pink or black in grand finale to Regent Street summer party
Magnum has announced plans to take over London’s Regent Street on Sunday 31 May to celebrate the launch of its limited edition flavours with a summer street party.
To bring both ice creams' – Magnum Pink Raspberry and Magnum Black Espresso – personalities to life Magnum has collaborated with Mollie King of The Saturdays to create ‘The Magnum Emporium’ which will include a floral garden and sultry jazz club.
In addition to The Magnum Emporium guests will be treated to dance performances, a catwalk show, themed cocktails at nearby restaurants, and complimentary freshly dipped Magnums.
Nicola Rolfe, brand manager for Magum at Unilever UK, said the day, which will end with visitors deciding whether to light the London Eye black or pink by tweeting #London and #MagnumPink or #MagnumBlack, will be a “fantastic celebration of our two newest variants”.
The Regent Street Takeover is part of a heavy weight 360 degree marketing campaign promoting the limited edition flavours which launched in February 2015.