Choc pop-up: Cadbury fans hunt bunny's boutique online

London – Confectionery giant Cadbury has launched its first-ever digital pop-up shop to promote its new range of Caramel Nibbles. Caramel Nibbles Boutique, the online store, will make occasional appearances on selected fashion blogs and websites until the end of the day.

Cadbury fans who stumble upon the pop-up e-store will have the chance to win a limited-edition scarf created in collaboration with designer Giles Deacon and modelled by the Cadbury Caramel bunny. A real-world pop-up boutique, created just for window shopping, has also opened on trendy Carnaby Street to promote its online equivalent.

Designed to create a buzz on social media networks – clues are given, on the Bunny’s Facebook page, about the boutique’s whereabouts and fans are sharing sightings on Twitter – the Caramel Nibbles Boutique is a fine example of a Brandtocratic approach to encouraging consumer involvement.