A chocolate-scented advertisement in the London Underground has left commuters both amused and confused after a “multi-sensory” campaign by ice cream brand Magnum filled a busy tunnel with the smell of chocolate.

Installed between St Pancras railway station and King’s Cross St Pancras Tube station, the unusual advert combines visuals, sound effects, and scent to recreate the experience of biting into a Magnum ice cream.

But in the confined environment of the subway tunnel, the campaign has sparked mixed reactions—from admiration for its creativity to complaints about how the chocolate scent interacts with less pleasant underground smells.

What Is the Chocolate-Smelling London Underground Ad?

The campaign was launched by Magnum Ice Cream on March 9 as a multi-sensory marketing installation.

Unlike a typical poster or digital screen, this advert uses several sensory elements:

• Sight: A large visual display featuring Magnum ice cream bars
• Sound: A “cracking” noise designed to mimic the chocolate shell breaking
• Scent: A chocolate fragrance released into the tunnel

The idea is to simulate the moment when someone bites into a Magnum dessert.

According to the brand, the installation aims to turn a routine commute into a memorable experience.

Why Commuters Are Split on the Campaign

While some commuters praised the creativity behind the campaign, others said the location may not have been ideal.

One commuter told the BBC London that the concept was clever but overlooked a key issue: the environment of the underground.

“I work in advertising and marketing, and I really admire the idea, but I’m not sure they accounted for some of the other odours that might be in this enclosed tunnel.”

He added that the combination of smells in the tunnel didn’t produce the intended effect.

“The combination of the smell of urine and the chocolate isn’t doing it for me.”

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The remark quickly circulated online, highlighting the challenge of controlling sensory experiences in public spaces.

TfL Staff Also Raised Concerns

Employees working near the tunnel said the chocolate scent spread farther than expected.

Staff members reportedly complained that the fragrance reached their break room, prompting discussions with management.

A spokesperson for Transport for London confirmed that officials were aware of the issue and had raised the matter with Network Rail, which manages the station area where the advert is installed.

The campaign is scheduled to run until March 22, but organizers say adjustments may be made based on feedback.

What Magnum Says About the Campaign

Magnum described the installation as an effort to create a “moment of enjoyment” for commuters.

A spokesperson for the brand said the activation was designed to recreate the pleasure of eating a Magnum using sight, sound, and scent.

According to the company:

• The campaign aims to engage commuters in a unique way
• Early feedback from on-site audiences has been largely positive
• The team will continue to refine the experience based on responses

The campaign reflects a growing trend in advertising that aims to engage multiple senses instead of relying solely on visuals.

What Is Multi-Sensory Advertising?

Multi-sensory advertising is a marketing strategy designed to stimulate more than one of the five senses.

Traditional ads typically rely on visuals and sound, but brands increasingly experiment with additional sensory elements.

Examples include:

• Scent marketing: Releasing fragrances associated with a product
• Interactive displays: Allowing people to touch or interact with installations
• Sound effects: Reinforcing brand identity through audio cues

The goal is to create stronger emotional connections and more memorable brand experiences.

Studies in consumer psychology suggest that engaging multiple senses can increase recall and influence purchasing behaviour.

Why Subway Advertising Is Attractive for Brands

Major transportation hubs are valuable advertising spaces because they capture high daily foot traffic.

Stations like King’s Cross St Pancras serve:

• International rail passengers
• London Underground commuters
• Tourists and business travelers

Because people often spend several minutes walking through corridors and waiting for trains, advertisers see these spaces as high-impact environments.

However, these locations also present challenges.

Limitations include:

• Confined spaces
• Existing environmental odours
• Noise from trains and crowds

These factors can influence how experimental advertising campaigns are perceived.

This Isn’t the First Controversial Station Advertisement

Advertising inside major rail hubs has sparked debate before.

In October 2024, the UK government intervened over a large advertising display at Euston railway station.

At the time, then-transport secretary Louise Haigh ordered Network Rail to stop using a 15-meter screen above the station concourse for advertisements.

Critics argued that such large digital screens disrupted the station environment and distracted passengers.

The Magnum installation is far smaller but highlights how advertising experiments in public transport spaces can quickly become talking points.

What the Campaign Reveals About Modern Advertising

The reaction to the chocolate-scented advert shows how brands are increasingly pushing boundaries to stand out.

In crowded cities like London, commuters are exposed to hundreds of advertisements every day.

To capture attention, marketers are experimenting with:

• Immersive installations
• Augmented reality campaigns
• Interactive public displays
• Multi-sensory experiences

But as the Magnum tunnel campaign demonstrates, creative marketing can produce unpredictable results in real-world environments.

A scent designed to evoke indulgence may not always compete well with the everyday smells of a busy subway tunnel.

TL;DR

• Magnum installed a chocolate-scented advert in a tunnel between St Pancras and King’s Cross stations in London.
• The campaign uses sight, sound, and scent to recreate the experience of biting into a Magnum ice cream.
• Some commuters praised the creativity, while others complained about how the chocolate smell mixed with underground odours.
• Transport for London staff said the scent spread into nearby break rooms.
• The campaign is scheduled to run until March 22, with adjustments possible based on feedback.