Thousands of ‘Bolletje Pepernoten Umbrellas’ were handed out to kids during the big parade of Sinterklaas. Everybody wanted to have one. In minutes the streets of Amsterdam were coloured ‘Bolletje Red’.

Children that didn’t get an umbrella could win one on www.pepernotenplu.nl. There was a lot of traffic to the site. And great media coverage. That way the Bolletje Pepernoten Umbrella became the Sinterklaas Gadget of 2011.

A lot of attention during the parade. Very positive interaction between the brand and its consumers. Great attention in media and social media. And a lot of traffic to the site.