Magnum marks Taylor Swift’s latest album with special New York pop-up

Magnum has tapped into the power of “Swiftie culture” through celebrating Taylor Swift’s latest album with a special ice-cream pop-up at Cornelia Street in New York, offering fans glitter-enhanced ice cream treats, writes Neill Barston.

The global star’s keenly-anticipated release, The Life of A Showgirl has broken her own sales record, shifting more than 270,000 copies within the first weekend of its release.

In tribute to the “Shake it off” hitmaker, Magnum has been doing its own shimmying down to New York’s Cornelia Street, offering passers-by the chane to sample the Life of A Magnum Girl, bringing some added confectionery sparkle their days.

The company’s Ice Cream Truck served glitter-coated bars to fans from 11 AM to 5 PM, creating a social-media-ready spectacle that merged Swiftie culture with the brand’s signature decadence.

“At Magnum, we’re always looking for ways to connect the brand with culture. With ‘The Life of a Magnum Girl’ activation, we were able to show up during a highly-relevant cultural moment for our audience in a way that felt really authentic to the brand – bold, indulgent and celebratory,” says Nicole Towner, Associate Director at Magnum Ice Cream. “The glitter-covered ice cream bars were a simple but unique offering that allowed customers to trial the product while connecting the brand with pop culture.”