The ice cream company is currently hosting an online competition between the two colours, encouraging fans of the brand to vote for their preferred light show. Twitter uses will also be able to vote by using the hashtag #MagnumPink or #MagnumBlack in the same tweet as #London.
The stunt will act as a climax to Magnum’s Pink and Black street party, which will take place in Regent Street from 12-7pm on Sunday. The event will close off the shopping district to all traffic and feature shopping events, fashion catwalk shows, music and dance performances and sampling activity.
In addition, the brand has collaborated with singer Mollie King from The Saturdays, who has curated the immersive Magnum Emporium. Here, guests can explore a pink floral garden and a black art deco-inspired jazz club.
The events form part of Magnum’s wider campaign to launch two new varieties of ice cream: Pink Raspberry and Black Espresso.
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