Magnum Ice Cream Invites Race Goers to Enjoy the Ultimate Bite at Montreal's Crescent Street Grand Prix Festival
Festival Crowds Can Take a Pit Stop from the Rush of Race Weekend with ASMR Moment
MONTREAL, June 11, 2025--(BUSINESS WIRE)--This weekend, Magnum Ice Cream (Magnum) is inviting Montrealers and race-week revelers to experience the ultimate bite. From June 12 to 15, visitors can stop by the Magnum ASMR Studio at The Crescent Street Grand Prix Festival and partake in a multi-sensory activation designed to deliver a moment of indulgence.
The immersive Magnum experience offers a pit stop from the action of the track with an experience that brings the signature "crack" of Magnum's 100% Belgian chocolate-coated ice cream bars to life. Visitors can step into the Magnum ASMR Studio, get close to the mic and create their own ASMR-inspired content – from the slow unwrapping of an ice cream bar to the iconic chocolate crack from the first bite. Each guest will receive a video capturing their personalized Magnum Moment to share on social media.
"In a weekend known for speed, sound and adrenaline, we're giving people a moment to slow down, indulge, and really savour the small luxury of a Magnum," said Benjamin Finn, Marketing Lead for Ice Cream, Unilever. "Our ASMR activation taps into a trend people can't get enough of, offering that satisfying chocolate crack and sensory delight our fans love."
The hero of this year's activation is the Magnum Mini Double Caramel – a perfectly mini-sized ice cream bar featuring velvety vanilla ice cream, gooey caramel sauce, and a decadent layer of 100% Belgian chocolate. The perfect bite-sized indulgence, Magnum Minis are the ultimate treat for fans craving something sweet during race weekend. Magnum will be sampling June 12 - 15 starting at 11 a.m. ET until supplies last – AND everyone who visits the Magnum booth will have a chance to win a $1,000 gift card for a shopping spree.
As temperatures rise, there's no better time to treat yourself to the rich, luxurious taste of a Magnum. Whether you're racing between events or strolling the summer streets of Montreal, Magnum's premium ingredients and assortment of flavours is the perfect go-to for all your summer adventures.
For more information and updates, please visit unilevericecream.ca/collections/magnum and follow @Magnum.Canada on Instagram.
About Magnum®
Launched in 1989, Magnum® was the first handheld ice cream brand targeted as a premium adult offering. Today, Magnum® is one of the world's leading ice cream brands, selling over 1 billion units annually worldwide. Since launching in Canada in 2011, Magnum® has remained committed to bringing premium, indulgent ice cream bars to Canadians.
About Unilever
Unilever is one of the world's leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, Foods and Ice Cream products, with sales in over 190 countries and products used by 3.4 billion people every day. We have 128,000 employees and generated sales of €60.8 billion in 2024.
For more information about Unilever and our brands, please visit www.unilever.com.
About Unilever in North America
Unilever is one of the world's leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, Foods and Ice Cream products, with sales in over 190 countries and products used by 3.4 billion people every day. We have 128,000 employees and generated sales of €60.8 billion in 2024.
Our leading brands in North America include Dove, Hellmann's, Vaseline, Degree, Axe, TRESemmé, Knorr, Magnum, Ben & Jerry's, Nutrafol, Liquid I.V., Paula's Choice, and Dermalogica.
For more information on Unilever U.S. and its brands visit: www.unileverusa.com
For more information on Unilever Canada and its brands visit: www.unilever.ca
About Unilever in Canada
Unilever is one of the world's leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, Foods and Ice Cream products, with sales in over 190 countries and products used by 3.4 billion people every day. We have 128,000 employees and generated sales of €60.8 billion in 2024.
Our leading brands in Canada include Dove, Vaseline, Degree, Axe, SheaMoisture, TRESemmé, Knorr, Hellmann's, Breyers, Magnum, Ben & Jerry's, Liquid I.V., and OLLY.
For more information on Unilever Canada and visit: www.unilever.ca or www.unilever.ca/fr.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250611767946/en/
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