A total of 25 black cabs across
Magnum, which is owned by Unilever, has partnered with BrightMove Media, a new digital advertising service that uses a mixture of humidity, temperature and brightness to activate its ads and which is able to adapt to real time information.
The campaign supports the brand’s limited edition Magnum Kisses range and feeds into Unilever’s £2m investment for the brand extension.
Caterina DiFelice, brand manager for Magnum at Unilever UK, said: "Following extensive consumer research that identified demand for classic dessert flavours, Magnum’s latest indulgent range of Kisses are inspired by French patisserie products.
"Available in Tarte aux Pommes and Meringue et Fruit Rouges flavours, we hope that this innovative outdoor advertising campaign will reach pleasure seekers at the exact moment they are looking for a new taste of Magnum luxury."
Last year Magnum pledged to become the first ice cream brand to source 100% of its global coca supply from Rainforest Alliance Certified farms by 2015.