Nibbles Boutique -
Cadbury Dairy Milk
After an extended career break, the Caramel Bunny re-emerged as a fashion icon with a delicious new product to launch: Caramel Nibbles. It was our job to grab the attention of a young, savvy female audience.
We launched the world’s first digital pop-up shop in partnership with Giles Deacon, who designed the Nibbles Collection, comprising a scarf and dress inspired by Caramel Nibbles.
The shop opened on London’s Carnaby Street for two days, but was only accessible online. And no one knew on which one of its twenty online locations would be open at any time…
We reached 6 million people and a comment was left on the website every 2.5 seconds. 15,000 people found an open shop and queued up, but only 1,500 made it to the front of the queue and received the Giles Deacon scarf. Demand was so huge, some Bunny fans didn’t sleep for 48 hours!