Chocolate thing-maker Cadbury had a bit of a brainstorming session earlier this year, trying to come up with a way to promote a slightly new kind of chocolate it's got coming out. The idea? A massive chocolate sandcastle.
Five people allegedly spent 100 hours of the only lives they will ever have placing 90,000 individual pieces of chocolate on the outside of the castle, which was temporarily on display in Brighton over the bank holiday weekend ahead of a permanent move to the Cadbury World attraction in Birmingham.
The stunt's designed to make us all want to eat some Dairy Milk Pebbles, a kind of hybrid of Smarties and Mini Eggs that the choco-giant launched earlier this summer. It worked. [Metro]