The 9 week (28th June – 30th August) promotional event is being held at the Magnum Pleasure store in Covent Garden (and other stores around London).
Running under the caption: 'A day without pleasure is a day lost', consumers will be able to come and create their very own 'personalised Magnums'.
The coating, topping, drizzling and sharing of the ice cream is all chosen by the consumer.
Unilever is using this event to expand the Magnum brand through social media, encouraging consumers to use their Twitter, Instagram and Facebook accounts to spread their creations under the ‘#MagnumLDN’ banner.
The highlight of the campaign is Magnum’s deal with fashion designer Holly Fulton, who has created a limited edition Magnum inspired necklace. A total of 20 prize winners will receive the key shaped necklace that will unlock them one free Magnum per day until the end of the promotion.
Continuing the theme of ‘pleasure’ within their slogan: "the key on the neckless represents a ‘key to pleasure’".
Video produced by @georgiebrazier