Magnum ice cream is turning up the heat this summer with the return of its highly anticipated Pleasure Pass campaign. Now in its third year, Pleasure Pass is rewarding genuine fans with FREE VIP access tickets to two of the most iconic music festivals of the summer – Sziget Festival in Budapest and All Points East Festival in London.
In a world where ticket scalpers are at an all-time high, the fans who truly get it, miss out. Analysis by the Competition and Markets Authority (CMA) reveals that tickets on resale platforms often carry mark-ups exceeding 50%, while Trading Standards investigations have found instances where tickets were listed at up to six times their face value.
Meanwhile, our dedication to endless scrolling means we’re often spending more time living others’ pleasure rather than claiming our own, forgetting that the best memories are still made offline with our day ones.
This year, Magnum Pleasure Pass is putting fans first. By beating ticket scalpers at their own game, Magnum is elevating festival moments this summer by providing fans with money-can’t-buy, VIP experiences to see their favourite artists including Charli xcx.
The initiative has already proven its power. To kick off Pleasure Pass 2025, Magnum offered one lucky Charli xcx superfan the opportunity to meet her backstage at her Dublin show on 17th June 2025. Jessica Stewart and three of her friends got to own the moment, together, with Magnum.
Jessica Stewart, superfan & winner of the meet & greet with Charli xcx, said:
“I’ve been a Charli fan forever, but nothing prepared me for actually meeting her. And to experience it with my three best friends? Unreal. It felt like we stepped into someone else’s Instagram story, but it was ours. Magnum® made us feel like main characters for a day, living out something we’d only ever dreamed about.”
Now, more fans can experience these once-in-a-lifetime opportunities. Lucky pleasure seekers can either win 2x VIP tickets to Sziget Festival in Budapest (6th August) or x2 VIP tickets All Points East Festival in London (23rd-24th August). Magnum® is giving fans and their besties the opportunity to be the stars of their own story, together.
At Sziget Festival, the Magnum® Pleasure Pass takes you behind the scenes of pleasure with a luxury escape to Budapest, complete with flights, accommodation, and VIP tickets to see Charli xcx and more incredible artists perform with the ultimate view from a luxury Sky Box.
At All Points East Festival, winners will attend two days of the festival (23-24 August), featuring some of the biggest names in international music, including Raye, Doechii and The Macabees. The Magnum Bar will also be present at the festival to get your fix of your favourite Magnum ice cream whilst partying with your friends.
Daniel Lythgo, Brand Manager at Magnum said: “Pleasure Pass 2025 is all about creating mic drop moments for music fans that they hopefully won’t forgot in a long time. Giving access to VIP to the artists biggest fans is what Pleasure Pass is all about. Charli xcx is known for creating those iconic moments for her fans and communities to own and amplify, so we wanted to make this year’s Pleasure Pass campaign all about owning the moment collectively with those around you – bringing fandoms and their communities together, all made possible by Magnum.”
The launch also celebrates the newest range of Magnum ice creams to hit shelves this year. Introducing two innovative flavours: Magnum Utopia Double Cherry and Double Hazelnut. The Utopia range invites consumers to take their pleasure beyond with an exciting twist.
Utopia Double Cherry features marbled blackcurrant-raspberry and cream flavoured ice creams and tangy cherry coulis sauce drizzle, all encased in the iconic, Magnum smooth cracking milk chocolate with crunchy berry-flavoured sugar pieces.
Utopia Double Hazelnut incorporates marbled ripples of hazelnut and caramel almond flavour ice creams, an indulgent salted hazelnut sauce and salted caramelised hazelnut, almond and pistachio pieces, all encased in Magnum white, cracking chocolate.
For more information about the Magnum Pleasure Pass and to be in with the chance to win VIP tickets, visit online here.
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