For all the hype around the metaverse, it’s lacking is certain joys—like tasting food. Now, Magnum’s latest campaign leans into the IRL pleasure of eating ice cream.

The campaign, by LOLA MullenLowe, centers on a short film running on Magnum’s social media channels with the hashtag #NotAvailableInTheMetaverse. It focuses on a virtual-world avatar who puts on “reality goggles” to escape to the real world, where she encounters a Magnum ice cream bar—though this delightful discovery can’t quite be consummated.

Ironically, the film will also be shown at Metaverse Fashion Week in Decentraland. Magnum also created a virtual branded headset that avatars can wear in the metaverse. Those who wear the free virtual accessory on their avatar will also get a discount code to use toward a real box of Magnum ice cream bars. 

“We believe pleasure can be found in both the offline and the online worlds,” said Sara Paixao, global digital brand manager for Magnum. “However, the pleasure of eating an ice cream is not, yet, available in the virtual world. So, in the meantime, while Magnum is not available in the metaverse, we wanted to encourage everyone to take some time offline and experience the real-life pleasure of indulging in a Magnum.”

LOLA MullenLowe last campaign for the Unilever ice cream brand featured a remix of Mozart’s "25th Symphony in G Minor.” The metaverse campaign was produced by Proppa and Bacon, and directed by Martin Werner.