- A new 'multi-sensory' advertisement for Magnum ice cream, emitting a strong chocolate scent, has been installed in a tunnel connecting St Pancras and King’s Cross St Pancras stations.
- The ad, which also includes a cracking sound, aims to recreate the experience of eating a Magnum and bring enjoyment to commuters.
- Commuters have complained about the scent being 'far too strong' and 'nauseating,' describing it as an 'artificial chocolate smell' rather than appetising.
- Transport for London (TfL) staff at the station have also voiced concerns, stating the pervasive smell infiltrates their break room, prompting complaints to management.
- Magnum Ice Cream Company defended the campaign, citing 'mostly positive feedback' and stating they are optimising it, while TfL has raised the issue with Network Rail, which manages the area.
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