Magnum ice cream has the reputation of being indulgent, decadent and carrying an air of sophistication. Unilever wanted to bring the brand's essence to life in Toronto in a way that made a splash. So it brought a global concept to the city and created the first-ever Magnum pop-up pleasure store in North America.

Targeting women aged 29 to 45 who are career-oriented, fashion-focused, empowered and socially engaged, the location chosen was Bloor Street between Bay and Yonge. The store had gold signage and large glass windows with bejewelled Magnum displays.

The interior featured a 28' custom built bar, bespoke fixtures, lounge furniture, a 3D CN Tower made from Magnum ice cream sticks, a custom 6'x8' canvas painting commissioned by local artist Kwame Delfish entitled "Pleasure City" which showed the city of Toronto covered in Magnum chocolate and a 54" flat screen social media wall that displayed social feeds and branded content.

Pleasure Makers (brand ambassadors) guided customers through the six-step "Make my Magnum" process, where they chose from various base flavours of ice cream, chocolate dips and 21 different toppings.

The store was open for nine weeks and was supported by integrated PR and social media programming that included a content partnership with Etalk Canada, a celebrity attended launch event, weekly celebrity appearances in-store, a social media wall, off-menu feature bars supported by social seeding and contests and a finale event that set a new Magnum Pleasure Store Global Record for the most bars sold in the single day totalling 1,468 bars.

It generated more than 136 million media impressions, 30-60 minute lineups each day and kept the doors open five weeks longer than planned. More than 41,000 bars were sold (147% of target).