Cadbury takes pop-up store concept into digital channel

LONDON - Cadbury is giving away its much-hyped limited edition Caramel Nibbles scarf at the end of the week via an online shop that will appear and disappear from a number of fashion blogs and retail sites.

Cadbury has teamed up with fashion designer Giles Deacon to create a limited edition scarf, worn by popular advertising icon the Cadbury's Caramel Bunny.

To mark the launch, it has set up a pop-up shop just off Carnaby Street in London, the Caramel Nibbles Boutique. The shop, however, is there only for window shopping.

People wanting to get hold of a free scarf will have to go online this Thursday and Friday with the hope of stumbling on the online boutique, which will pop up on fashion blogs and sites such as ASOS.com, MSN.co.uk and Handbag.com.

Once the shop is found, shoppers must get in a virtual queue where they will be 'served' by a real shop assistant based in the Carnaby Street boutique.

The campaign has been created by Hyper London and Stink Digital, with the aim of creating interest in the Twittersphere as shoppers alert each other to which site the shop has popped up at, using the #nibbles hashtag. Media partnerships with the sites were negotiated by Hyper and PHD.

Stephanie Mazel, brand manager for blocks and beverages at Cadbury Dairy Milk, said: "We knew the scarves would be much in demand so encouraging intense collaboration in social media using the world's first digital pop-up shop seemed a perfect way to drive discussion and engagement around the new Caramel Nibbles product."

For those who miss out, the scarf will be on sale in John Lewis next month, retailing at £15, with proceeds going to Fashion Targets Breast Cancer UK.

The scarf features a print made up of the polka-dot like shapes of the Cadbury Caramel Nibbles themselves, an interpretation of the Caramel Bunny's eyes as well as images of coloured chains and the Breast Cancer emblem, the pink ribbon.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).