London Tube Commuters Left Nauseous by Strong Chocolate Scent from Magnum Ad
Commuters using the London Underground have reported feeling 'nauseous' and overwhelmed due to a new advertising campaign at King's Cross St Pancras station. The issue stems from a Magnum ice cream advert promoting the brand's new Milk Chocolate and Cherry Bon Bons, which pumps a pungent chocolate scent into the air. This aroma is so potent that it has spread beyond the tunnel linking St Pancras International and King's Cross Underground, reaching platforms and escalators, causing significant discomfort among daily travelers.
Social Media Outcry Over Overpowering Smell
Londoners have taken to social media platforms to voice their frustrations. A Reddit user, u/LucyLottie, commented, 'The scent is far too strong and makes me feel a bit nauseous rather than making me fancy a Magnum.' On TikTok, user @kt.undercover shared, 'Omg I have to walk through this every day on my way to and from work, and it’s killing me off. It makes me want to scream. Who thought this was a good idea?' Another commuter, u/deafened_commuter, added, 'I already find the Tube overwhelming on a sensory level, I really don’t want more of my senses being attacked.'
An anonymous commuter highlighted to the BBC that the chocolate scent mixes unpleasantly with other odors in the tunnel, stating, 'The combination of the smell of urine and the chocolate isn’t doing it for me.' Others have described the smell as reminiscent of 'chocolate-scented bubble bath,' labeling it 'out of control' and 'not really appetising at all.'
TfL Staff Also Affected by the Scent
The issue extends beyond commuters to Transport for London (TfL) staff working at the station. A TfL employee informed The Times that the scent has infiltrated their break room, leading to multiple complaints to management at St Pancras Station. The employee noted, 'We’ve had loads of complaints to us,' but indicated that resolving the matter may require escalation to higher management or Network Rail, which owns and operates the station. Network Rail has been contacted for comment on the situation.
Magnum's Response to the Campaign
A spokesperson for The Magnum Ice Cream Company defended the campaign, stating it aims to be 'engaging and enjoyable.' They explained, 'The Magnum activation at King's Cross St Pancras recreates the multi-sensory pleasure of enjoying a Magnum through sight, sound, and scent, and is designed to bring a moment of enjoyment for commuters.' The spokesperson added that since the campaign began on March 9, they have received mostly positive feedback from commuters onsite and will continue to optimize it based on consumer feedback until its scheduled end on March 22.
The campaign has sparked a debate about the appropriateness of sensory advertising in public transport spaces, with many calling for greater consideration of commuter comfort and sensory sensitivities in such initiatives.
