It is no longer enough for brands to deliver satisfication simply through a quality product. Brands today, must 'excite me, involve me and respect me as an individual'. No small task for businesses who historically drive profit margins through uniformity and volume. Hence the rise of the pop-ups.
Pop-ups are the perfect platform - a single-minded branded presence on the high street offering pure brand theatre through experience and engagement. Cost effective against the exposure they generate, they offer a visible and real channel to celebrate the brand by creating something special if only for a limited time.
So hats off to Magnum who have just opened up a pop up store in Westfield Stratford (conveniently near to a certain global event starting in a few days). We recently heard about the 'Make your own Magnum pop up store" and had to go check it out. All in the name of research, of course.
With 2 types of ice cream (vanilla or chocolate & caramel), 18 toppings ranging from caramel swirls to coconut shavings to edible rose petals, 3 dipping chocolate sauces (white chocolate, milk chocolate and dark chocolate) and the option to drizzle some more chocolate on top, there are over 104,500 different possibilities to create your own Magnum.
Magnum-inspired cocktails were also available at the bar.
Our creation was a chocolate & caramel Infinity ice-cream dipped in white chocolate topped with hazelnuts, popping candy and brownies and finally drizzled with dark chocolate.
If that wasn't enough, once you've created your guilty indulgence you are invited to sit in the 'Pleasure Pod', to measure the pleasure that you give out whilst eating it.
The pod records your sensory output through measures of skin tension, facial expression, deglutition (aka swallowing) and heartbeat to capture your responses and displays them through a series of visual animations chart the pleasure journey.
This is just a short interpretation of the visual animation inside The Pleasure Pod.
Congratulations to Magnum and Unilever for creating such a compelling brand experience. So Mars was wrong...here is an example of Pleasure you can Measure.