Hook
Celebrating 25 years of tasting the best.
The challenge
Cinnabon UAE wanted to mark its quarter-century anniversary by introducing the world’s best cupcakes, while reigniting excitement around its globally loved cinnamon rolls.
The solution
C&B staged a high-energy launch in the world’s largest mall – Dubai Mall, complete with teaser curtains, a live countdown, balloons, samples, a photo booth, and a Virgin Radio presenter interviewing customers. With the playful motto ‘Cupcakes – anything else is a cupfake,’ the agency created an experience that captured media and consumer attention.
The impact
The event attracted over 25 media representatives and lifestyle bloggers, generating widespread coverage across newspapers, magazines, and online platforms.