This will be part of a £13m marketing investment in 2014.
Forming part of ongoing celebrations for Magnum’s 25th birthday, the experience will celebrate Magnum ice cream at its best and give consumers the opportunity to customise their own Magnum ice cream by dipping it in a choice of classic Magnum chocolate and a selection of handpicked toppings such as rose petals, marshmallows and chilli flakes.
“Our ‘Make My Magnum Pleasure Stores’ tap directly into the trend for consumers looking to customise their products,” said senior brand manager Florence Howell. “The Magnum At Selfridges store puts Magnum at the very forefront of this trend and plays to our pleasure-seeking fans by offering them the opportunity to try their personalised Magnum ice cream and chocolate at its very best, in the surroundings of the best department store in the world.”
The ‘Make My Magnum Experience at Selfridges’ is open now until 30 August 2014. Shoppers can customise their Magnums for £4.50.
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