Burger King Releases Le Nugguette Micro Bag the Size of a Nugget

Burger King has released a limited-edition micro bag called Le Nugguette, the size of a single chicken nugget. The accessory is timed to coincide with the launch of new nuggets that hit the chain's menu in early September. The bag can only be purchased online and only until September 16.

The concept itself is simple and radical at the same time. Le Nugguette is a miniature bag, shrunk below the threshold of practicality. Practically nothing fits inside it, except the symbolic status of its owner.

The launch timing was no accident. The accessory came out at the height of fashion season — a period when fashion weeks take place in New York, London, Milan, and Paris. During this time, audience attention is riveted to new collections and unusual accessories, and the brand is counting on tapping into this information flow.