This Magnum Pop-Up Featured Edible Flowers and Pearls
Riley von Niessen — June 15, 2017 — Marketing
References: magnumicecream & cosmopolitan
In New York City, a Magnum pop-up shop was opened to give consumers the chance to decorate the Belgian chocolate ice cream bars to their liking.
The pop-up had personal dipping stations set up so that consumers would have ample ingredients and space to get the perfect customized bars, which were laid out in branded cardboard containers. In addition to a vast variety of delectable drizzles, sprinkles, nuts, chocolate chips, and other traditional toppings, the Magnum pop-up had edible pearls and flowers available too.
Although the range of ingredients ensured that each creation boasted vivid colors, the Magnum pop-up had plenty of Instagramable backgrounds set up to encourage participants to document their experience and spread word of the campaign.
The pop-up had personal dipping stations set up so that consumers would have ample ingredients and space to get the perfect customized bars, which were laid out in branded cardboard containers. In addition to a vast variety of delectable drizzles, sprinkles, nuts, chocolate chips, and other traditional toppings, the Magnum pop-up had edible pearls and flowers available too.
Although the range of ingredients ensured that each creation boasted vivid colors, the Magnum pop-up had plenty of Instagramable backgrounds set up to encourage participants to document their experience and spread word of the campaign.
Trend Themes
1. Customizable Ice Cream Bars - Opportunity to create unique ice cream bars using edible pearls and flowers as additional ingredients.
2. Innovative Toppings - Opportunity for providing innovative toppings like edible pearls and flowers to create visually appealing ice cream bars.
3. Instagramable Pop-ups - Opportunity for setting up visually appealing backgrounds to encourage social sharing, creating awareness, and attract more customers.
Industry Implications
1. Food and Beverages - Innovative ingredients, customizable experiences, and visually appealing setups can disrupt the food and beverage industry by attracting more customers and creating a unique selling proposition.
2. Event Planning - Creating Instagramable pop-up experiences, like Magnum, can fuel the event planning industry by providing engagement opportunities, brand awareness, and driving more traffic.
3. Hospitality and Tourism - Visually-appealing and Instagramable pop-ups can attract more tourists, foodies, and Instagram influencers, providing an opportunity for the hospitality industry to create new experiences and attract customers.
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