Cadbury ties with ASOS for latest stage in Caramel Bunny online push

NMA 25 February 2010

Cadbury has kicked off a campaign with fashion etailer ASOS.com as it continues to push its Cadbury Caramel Bunny online.

The campaign features a bespoke application that lets users create fashion mood boards using clothes and accessories from ASOS.

Each week the creator of the best mood board will win a £100 ASOS gift voucher. Then at the end of five weeks the overall winner will receive £250 in vouchers and Cadbury Dairy Milk Caramel Nibbles.

The campaign, developed by Unanimis and planned by PHD, will be promoted via Facebook and the ASOS community site ASOS Life.

It will also feature in the monthly ASOS magazine, which is sent out to around 450,000 readers.
The Cadbury Caramel Bunny also has a fashion blog on ASOS Life.

Earlier digital pushes saw a roving Cadbury Caramel Bunny online pop-up shop, giving away free limited edition branded scarves designed by Giles Deacon. The store was open for only two days.

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