Choolate scent from Magnum ice cream ad at Kings Cross St Pancras sparks nausea complaints from commuters
A new “multi-sensory” ad for Magnum ice cream, which emits a strong chocolate scent, has sparked complaints from passengers and staff at a major London Underground junction.
The ad, which was installed in a tunnel connecting St Pancras railway station and King’s Cross St Pancras Underground station on Monday, aims to attract the attention of passers-by with its distinctive aroma.
However, this initiative was not universally welcomed.
One passenger described the smell on Reddit as “very strong and makes me nauseous.”
Another commuter criticized it as “weird artificial chocolate smell, similar to a chocolate-scented bubble bath” and added: “(It’s) not appetizing at all, I don’t like it.”
Transport for London (TfL) employees at the station also expressed their concerns, saying: Times That the pervasive odor had seeped into the rest rooms, prompting them to complain to St Pancras station management.
Beyond the smell, the ad also features a cracking sound designed to mimic the experience of biting into chocolate-covered ice cream.
A spokesperson for Magnum Ice Cream Company defended the campaign, saying: “The Magnum activation at King’s Cross St Pancras recreates the multi-sensory pleasure of enjoying a Magnum through sight, sound and smell and is designed to give commuters an enjoyable moment.”
They added: “Since the campaign launched on 9 March, we have received mostly positive feedback from commuters and will continue to optimize the campaign based on consumer feedback, which is scheduled to run until 22 March.
“We aim to make our campaigns interesting and enjoyable.”
A TfL spokesman confirmed the transport authority was aware of the issue and had escalated it to Network Rail, which is responsible for the area where the advert appeared.
This is not the first example of advertising on Network Rail property sparking criticism.
In October 2024, then transport minister Louise Haigh ordered the state-owned company to stop using the 15-metre screen above the concourse at Euston railway station to display advertising.
Ads returned to parts of the screen in February for a two-week trial.
Network Rail has been approached for comment.
