Magnum advert pumping out chocolate scent at busy London station modified after complaints | EUROtoday

An advert pumping out a chocolate scent at a busy London transport interchange has been modified after considerations have been raised by passengers and Tube employees.

London St Pancras Highspeed, which owns St Pancras railway station, mentioned the corporate chargeable for the Magnum advert, JCDecaux, has made changes.

It added that it was conscious of a grievance concerning the advert for the ice-cream model.

The so-called “multi‑sensory” advert was put in in a tunnel between the railway station and King’s Cross St Pancras tube earlier this week.

Passengers on social media described the scent as a “weird artificial chocolate smell”, and one mentioned it “makes me feel a bit nauseous”.

The Times reported that Transport for London employees based mostly on the tube station complained to the railway station’s administration as a result of the odor entered their break room.

A spokesperson for Magnum Ice Cream Company mentioned it has “received mostly positive feedback from commuters” and can “continue to optimise the campaign… based on consumer feedback”.

A spokesperson mentioned on Thursday: “The Magnum activation at King’s Cross St Pancras recreates the multi‑sensory pleasure of enjoying a Magnum through sight, sound and scent, and is designed to bring a moment of enjoyment for commuters.

“Since the campaign began on March 9, we have received mostly positive feedback from commuters onsite and will continue to optimise the campaign which is scheduled to run until March 22 based on consumer feedback.

“Our intention remains for our campaigns to be engaging and enjoyable.”

The advert, which additionally performs a cracking sound to duplicate somebody biting into chocolate-covered ice-cream, is scheduled to stay in place as much as March 22.

It just isn’t the primary time promoting on Network Rail property has sparked considerations.

In October 2024, the Government-owned firm was ordered by then-transport secretary Louise Haigh to cease utilizing a 15-metre display above the concourse at Euston railway station to show adverts.