As consumers longed to escape the emotional weight of daily life, Magnum introduced indulgence tailored to mood. Two new innovations—Magnum Euphoria and Magnum Chill—transformed emotional states into irresistible flavours: vibrant joy and peaceful calm.
The “Pleasure Express” campaign brought these moods to life through a luxurious, fantasy-inspired train journey reminiscent of the Orient Express—an immersive metaphor for emotional transformation through pleasure. Promotions featuring Porsche Taycans elevated the experience, turning each ride into a gateway to a different pleasure mode.
“Thus, every Porsche Taycan journey with Magnum opened the door to a different mood of pleasure.” Euphoria and Chill quickly became Magnum’s best-selling innovations, cementing the campaign as a category-defining success.