Caramilk ‘Unscalpable’
Caramilk has a long and difficult history with eBay. When Cadbury released Caramilk for a limited time in 2018, it was so popular and sought-after that the remaining blocks became coveted—selling on eBay for more than 10 times their retail price.
So we used the very platform it was being scalped on to ensure it wouldn’t happen again.
Before people could scalp the new release, we beat them to it and flooded the market. We listed the real deal at the right price with more than 150 times as many listings as the scalpers.
People stormed the site and we sold out in record time but then we started seeing our buyers turn into scalpers. So we relisted Caramilk on eBay permanently. Best of all, the scalpers’ listings began to disappear. Unsold.