the good: the future is pop-up


magnum ice cream pop up store soho – new york.

how do you justify securing a massive prime space, in soho new york to launch… absolutely nothing new? brand positioning, that’s how. apparently this has done so well that magnum extended the 6 month program, originally planned to end in early august, to remain in soho till the end of 2016. at $7 an ice cream bar, we reckon they are at least breaking even, and if they are not, then they must be quite happy with the marketing results. the pop up bars launched all across the country are not to support any breakthrough launch, as magnum ice cream has been around since 1989, but rather created to remind the consumers who they are and “how they feel”. we must confess, they are doing that very well. we suppose our predictions in our earlier post are beginning to become reality.