Premium ice cream brand Magnum is bringing a unique multisensory experience to downtown Montreal as part of this year’s Crescent Street Grand Prix Festival, which coincides with Formula 1 race weekend in the city. From June 12 to 15, the brand will be offering a moment of indulgence through its Magnum ASMR Studio, an interactive activation designed to highlight the iconic “crack” of its Belgian chocolate-coated ice cream bars.
The activation forms part of a broader marketing strategy by parent company Unilever, which is using experiential campaigns to connect with consumers in high-traffic urban events across Canada.
A Multisensory Activation Featuring Magnum’s Signature ‘Crack’
Set against the backdrop of one of Montreal’s busiest and most festive weekends, the Magnum ASMR Studio invites visitors to slow down and engage with the brand in an unconventional way. Participants are guided through a short content creation experience in which they can record the distinct sounds of unwrapping and biting into a Magnum bar—particularly the well-known snap of the chocolate shell.
Each guest receives a short branded video of their session, which they are encouraged to share on social media, creating a blend of personal experience and digital amplification.
“In a weekend known for speed, sound and adrenaline, we’re giving people a moment to slow down, indulge, and really savour the small luxury of a Magnum,” said Benjamin Finn, Marketing Lead for Ice Cream at Unilever.
“Our ASMR activation taps into a trend people can’t get enough of, offering that satisfying chocolate crack and sensory delight our fans love.”
Highlighting the Magnum Mini Double Caramel
The featured product for the activation is the Magnum Mini Double Caramel—a compact bar designed to deliver the same premium indulgence in a smaller format. Each bar combines vanilla ice cream with a layer of rich caramel sauce, encased in 100% Belgian chocolate. The mini format aligns with the fast-paced environment of the Grand Prix weekend while providing a moment of luxury and comfort amid the crowds.
Sampling at the Magnum booth will begin at 11:00 a.m. ET daily, continuing through to June 15 or while supplies last. In addition to the immersive experience, visitors will also be entered for a chance to win a $1,000 gift card for a shopping spree.
Positioning Magnum Within a Lifestyle Context
The activation is part of Magnum’s ongoing brand strategy to associate its products with moments of personal indulgence. While the brand is best known for its global advertising campaigns featuring luxury and decadence, recent years have seen it pivot toward more immersive, experiential marketing—especially during seasonal or cultural events.
The Montreal installation reflects that approach, aligning the brand with one of Canada’s most internationally recognized events and allowing direct consumer engagement in a playful, sharable format.
As temperatures rise across the country, the event also signals the start of the summer season for frozen treats. With its premium ingredients and wide variety of flavours, Magnum continues to position itself as a luxury product that fits naturally into everyday routines.
Magnum’s Global and Canadian Growth
Launched in 1989 as one of the first handheld ice cream bars designed for adult consumers, Magnum has grown into one of the world’s leading ice cream brands, with annual global sales exceeding 1 billion units. The brand entered the Canadian market in 2011 and has steadily expanded its presence through national grocery distribution and seasonal campaigns.
Since its Canadian debut, Magnum has targeted urban consumers seeking elevated frozen dessert options, leveraging both traditional advertising and more recently, event-based brand experiences such as the ASMR Studio.
Unilever’s Broader Brand Strategy
Magnum is part of the Unilever portfolio, which includes a wide range of well-known global brands across the categories of Beauty & Wellbeing, Personal Care, Home Care, Foods, and Ice Cream. Unilever operates in over 190 countries, with 128,000 employees worldwide and €60.8 billion in sales in 2024.
In North America, the company’s ice cream portfolio includes Magnum, Ben & Jerry’s, and Breyers, all of which have seen continued demand amid increased interest in premium dessert offerings.
Unilever’s decision to activate during the Montreal Grand Prix is indicative of its focus on strategic brand placements that target lifestyle-driven consumers in key metropolitan markets.
Event Details and Public Participation
The Magnum ASMR Studio will be open to the public from June 12 to 15, with operations starting at 11 a.m. ET daily. Located at the heart of the Crescent Street Grand Prix Festival, the activation is free to attend and open to guests on a first-come, first-served basis.
Participants can walk away with a complimentary Magnum ice cream bar, their own personalized video content, and the chance to enter a draw for a $1,000 shopping spree.
For more information, visitors are encouraged to follow @Magnum.Canada on Instagram or visit the official product website at: unilevericecream.ca/collections/magnum.
About Magnum®
Founded in 1989, Magnum® was the first handheld ice cream brand aimed at adult consumers. Now one of the world’s top ice cream brands, Magnum sells over one billion bars annually. In Canada, where the brand launched in 2011, Magnum continues to focus on delivering indulgent, high-quality ice cream products made with premium ingredients.
About Unilever
Unilever is a global leader in the supply of Beauty & Wellbeing, Personal Care, Home Care, Foods, and Ice Cream products. Its brands are used daily by over 3.4 billion people worldwide. The company reported €60.8 billion in sales in 2024. In Canada, Unilever’s top brands include Dove, Degree, Vaseline, Hellmann’s, Ben & Jerry’s, and Magnum. More information is available at www.unilever.ca.
