From The Times

Commuters and staff at one of London?s busiest Underground interchanges
have complained about an advertising campaign that includes pumping the
smell of chocolate into the station.

The promotion for Magnum ice creams was installed last weekend in a tunnel between St Pancras railway station and Kings Cross St Pancras Underground station. The air patterns of the Tube have transported the smell to
platforms and escalators, and a series of commuters have described feeling ?nauseous?.

Another commuter compared the scent to a ?chocolate-scented bubble bath?, adding: ?Not really appetising at all.?

One member of Transport for London staff at King?s Cross St Pancras said
the smell had infiltrated their break room and two others said they had complained to management of St Pancras station.

?We?ve had loads of complaints to us,? a staff member told The Times. ?We
need other people complaining to management, though.?

A Transport for London source told The Times that concerns had been
reported to Network Rail, which owns the property on which the advert was planted, and the station.

The campaign also includes speakers playing the sound of cracking into a
Magnum ice cream. It is similar to one that Disaronno wanted to launch in
2002, in which the almond-derived spirit brand wanted to waft almond-like smells through the Tube. It was cancelled to avoid panicking commuters
after it emerged that cyanide gas had a similar scent.


The Magnum Ice Cream Company, which has recently spun out from Unilever,
said the advert ?recreates the multisensory pleasure of enjoying a Magnum through sight, sound and scent. It is a temporary activation designed to
bring a moment of enjoyment for commuters. We take traveller and staff experience seriously, and our intention is always for our campaigns to be engaging and enjoyable.?

A spokesperson for Magnum added: ?The sensory activation is running 9-22
March as part of the Magnum Bonbon campaign. Onsite we have received
positive feedback from commuters and will continue to optimise this brand activation based on consumer insights.?



--- PyGate Linux v1.5.12
* Origin: Dragon's Lair, PyGate NNTP<>Fido Gate (3:633/10)

On Thu, 12 Mar 2026 15:01:19 -0000 (UTC), Tweed
<usenet.tweed@gmail.com> wrote:

From The Times

Commuters and staff at one of London?s busiest Underground interchanges
have complained about an advertising campaign that includes pumping the
smell of chocolate into the station.

The promotion for Magnum ice creams was installed last weekend in a tunnel >between St Pancras railway station and Kings Cross St Pancras Underground >station. The air patterns of the Tube have transported the smell to
platforms and escalators, and a series of commuters have described feeling >?nauseous?.

Another commuter compared the scent to a ?chocolate-scented bubble bath?, >adding: ?Not really appetising at all.?

One member of Transport for London staff at King?s Cross St Pancras said
the smell had infiltrated their break room and two others said they had >complained to management of St Pancras station.

?We?ve had loads of complaints to us,? a staff member told The Times. ?We >need other people complaining to management, though.?

A Transport for London source told The Times that concerns had been
reported to Network Rail, which owns the property on which the advert was >planted, and the station.

The campaign also includes speakers playing the sound of cracking into a >Magnum ice cream. It is similar to one that Disaronno wanted to launch in >2002, in which the almond-derived spirit brand wanted to waft almond-like >smells through the Tube. It was cancelled to avoid panicking commuters
after it emerged that cyanide gas had a similar scent.

The Magnum Ice Cream Company, which has recently spun out from Unilever,
said the advert ?recreates the multisensory pleasure of enjoying a Magnum >through sight, sound and scent. It is a temporary activation designed to >bring a moment of enjoyment for commuters. We take traveller and staff >experience seriously, and our intention is always for our campaigns to be >engaging and enjoyable.?

A spokesperson for Magnum added: ?The sensory activation is running 9-22 >March as part of the Magnum Bonbon campaign. Onsite we have received
positive feedback from commuters and will continue to optimise this brand >activation based on consumer insights.?

Taking also into account previous advertising stunts on the
Underground, I think I know what vegetable product perfumes the air of
the advertising agency's offices.

--- PyGate Linux v1.5.12
* Origin: Dragon's Lair, PyGate NNTP<>Fido Gate (3:633/10)