Magnum launched new limited edition flavours with utopia theme that symbolize the pleasure of escapism. Our approach is to creat these products to become not just treats, but tools for exploring and expressing emotions, metaphors for emotional states. To bring this vision to life, we launched the Magnum AI Pleasure Express, a groundbreaking fusion of mood expression and AI-driven creativity.

In collaboration with renowned AI artist Zixuan Nian, we brought to life vibrant creations inspired by the three Magnum Pleasure Express flavours, transforming each one into a unique emotional journey. As they boarded the Magnum AI Pleasure Express, consumers first took a short mood and preference test, generating a QR code that unlocked a personalised, AI-powered multi-sensory experience. This journey transported them to different worlds inspired by the new flavours, all guided by AI, where their emotional state dictated the experience.