The strategy and its implementation: The idea is as unusual as the product ­ rabbits that are treated like VIPs at the Juicy Fruit Ranch and "grow" chewing-gum teeth!

Visitors to the Juicy Fruit Ranch enter a world as extraordinary as the flavour of new Juicy Fruit Squish. The experience: popular culture that is fun, new, inspirational, and follows its own, out-of-the-ordinary rules. Users are encouraged to get involved with the ranch in a playful manner ­ via a novel competition and the "rabbit-lover" e-card feature, which allows members of the virtual bunny-love club to spread the word virally.Home navigation translation:Hasenspiel = Bunny gameAlexejy Tagebuch = Alexej's diary (virals) Hasen Cam = Bunny cam Hasenliebe = Bunny love (original e-card tool) Betsys Secrets = Betsy's secretsFor Hasenliebe: Email - award@tribalddb.dePassword - tribalddb