Magnum Ice Cream made massive towels to help you distance safely at the beach
At ten-by-ten feet wide, they ensure sun worshipers stay out of the danger zone
Aug 17, 2020
Over the course of the pandemic, brands have come up with inventive analog ideas to keep people safely distanced. Burger King, for example, reworked its paper crown into sombrero-like proportions to remind folks to keep apart, while Dos Equis created an absurdly long drink chiller, the “Seis-Foot Cooler.”
Those were quick-fire social and contest ideas, but Magnum Ice Cream has gone a step further and created an actual consumer product to help beach-goers maintain ample separation—a 'magnum'-sized towel.
With its agency LOLA MullenLowe Madrid, the brand created massive limited-edition towels measuring ten by ten feet each and featuring bold prints from artists Karan Singh of Australia and David Vanadia and Quentin Monge of France. All are inspired by the iconic silhouette of the Magnum ice pop. Each towel can comfortably seat two people while reminding them of the spacing that will keep them safe on the sand or at the park.
They're available for sale at Magnum Ice Cream’s website for about $60 a pop. 200 of each design have been made. The towels are part of the brand’s ongoing #TrueToPleasure campaign, which also includes a partnership with singer/songwriter Halsey.