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A brandmobile is a motorized
vehicle A vehicle () is a machine designed for self-propulsion, usually to transport people, cargo, or both. The term "vehicle" typically refers to land vehicles such as human-powered land vehicle, human-powered vehicles (e.g. bicycles, tricycles, velo ...
customized to resemble a consumer product as a promotional tool for
advertising Advertising is the practice and techniques employed to bring attention to a Product (business), product or Service (economics), service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of int ...
and marketing. These vehicles range from altered consumer
automobile A car, or an automobile, is a motor vehicle with wheels. Most definitions of cars state that they run primarily on roads, Car seat, seat one to eight people, have four wheels, and mainly transport private transport#Personal transport, peopl ...
s and
van A van is a type of road vehicle used for transporting goods or people. There is some variation in the scope of the word across the different English-speaking countries. The smallest vans, microvans, are used for transporting either goods or ...
s to larger purpose-built
bus A bus (contracted from omnibus, with variants multibus, motorbus, autobus, etc.) is a motor vehicle that carries significantly more passengers than an average car or van, but fewer than the average rail transport. It is most commonly used ...
es and
truck A truck or lorry is a motor vehicle designed to transport freight, carry specialized payloads, or perform other utilitarian work. Trucks vary greatly in size, power, and configuration, but the vast majority feature body-on-frame construct ...
s, transformed into eye-catching, mobile advertisements designed to capture public attention. Brandmobiles are often used with
public relations Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception. Pu ...
events, leveraging their mobility to reach a wider audience than stationary advertising mediums. The concept of the brandmobile has evolved from traditional vehicle advertising and builds on the tradition of
novelty architecture Novelty architecture, also called programmatic architecture or mimetic architecture, is a type of architecture in which buildings and other structures are given unusual shapes for purposes such as advertising or to copy other famous buildings. ...
. Despite their effectiveness, brandmobile campaigns can face challenges such as logistical complexities, regulatory restrictions related to vehicle advertising, and environmental concerns over emissions from gasoline-powered vehicles.


Examples

Famous brandmobiles include: *
Wienermobile A fleet of brandmobiles shaped like a hot dog on a Hot dog bun, bun, called "Wienermobiles", are used to marketing, promote and advertising, advertise Oscar Mayer products in the United States. The first Wienermobile was created by Oscar Mayer's ...
(aka Frankmobile) by
Oscar Mayer Oscar Mayer is an American meat and cold cut producer known for its hot dogs, bologna sausage, bologna, bacon, ham, and Lunchables products. The company is a subsidiary of the Kraft Heinz, Kraft Heinz Company and based in Chicago, Chicago, Illin ...
* Nutmobile by
Planters Planters Nut & Chocolate Company is an American snack food company now owned by Hormel Foods. Planters is best known for its processed nuts and for the Mr. Peanut icon that symbolizes them. Mr. Peanut was created by grade schooler Antonio Gent ...
*
Bootmobile The Bootmobile is a boot-shaped Car, automobile made by L.L.Bean to celebrate its centennial in 2012. It was introduced on January 17, 2012. One Bootmobile is a Ford F-250 Super Duty truck made to resemble a Bean Boot. The steel and fiberglass ...
by
L.L. Bean L.L.Bean is an American privately held retail company that was founded in 1912 by Leon Leonwood Bean. The company, headquartered in Freeport, Maine (where it was founded), specializes in clothing and outdoor recreation equipment. History L.L. ...
* Red Bull Mobile,
Mini Cooper Mini Cooper may refer to: *Performance Cars of the original Mini series with uprated drive train and brakes, called the "Mini Cooper", made by the British Motor Corporation and also the successors 1961–1971, and 1990–2000 *Cars of the Mini (mar ...
or
Volkswagen Beetle The Volkswagen Beetle, officially the Volkswagen Type 1, is a small family car produced by the German company Volkswagen from 1938 to 2003. One of the most iconic cars in automotive history, the Beetle is noted for its distinctive shape. Its pr ...
with oversized cans * Kissmobile by Hershey's Chocolate * Cadbury Creme Egg Car * Just Born Peepsmobile * The Pepperidge Farm Goldfish Mobile * Midwest Dairy Association Cheese Car * Boston Lobster Feast Car * Outspan Orange car Many of these vehicles have become icons in their own right, symbolizing the brands they represent on the road.


Tour de France

Since the 1930s, the
Tour de France The Tour de France () is an annual men's multiple-stage cycle sport, bicycle race held primarily in France. It is the oldest and most prestigious of the three Grand Tour (cycling), Grand Tours, which include the Giro d'Italia and the Vuelta a ...
road cycling race has hosted ''la Caravane pulicitaire'' (publicity caravan) of advertising trucks that precede the day's cyclists to entertain the crowds lining the streets and handing out free merchandise. Many of these are brandmobiles, resembling the product of the companies, and have become a popular attraction of the yearly race. According to the 2017 Tour de France website, 47% of fans come primarily to see the caravan. Notable brands include
Haribo Haribo GmbH & Co. KG, doing business as Haribo ( , , ; stylized in all caps), is a German confectionery company founded by Hans Riegel Sr. It began in Kessenich (Bonn), Kessenich, Bonn, Germany. The name "Haribo" is a syllabic abbreviation forme ...
,
Vittel Vittel (; archaic ) is a commune in the Vosges department in Grand Est in northeastern France. Mineral water is bottled and sold here by Nestlé Waters France, under the '' Vittel'' brand. A series of negotiations involving Nestlé, local agr ...
, and Le Gaulois poultry products. File:2019-07-11 15-49-24 tdf-plancher-les-mines.jpg, X•TRA, 2019 File:Caravane Étape 12 Tour France 2023 Route D337 - Belleville-en-Beaujolais (FR69) - 2023-07-13 - 96.jpg, X•TRA, 2023 File:2022-07-08 15-35-41 TDF-Plancher-les-Mines.jpg, Française des Jeux lottery trucks, 2022 File:Caravane publicitaire Tour de France Orangina.jpg, Orangina, 2023 File:Etape 20 du Tour de France 2006, Paris (7).jpg, Festina watches, 2006 File:Caravane publicitaire 20e étape Tour de France 2012 (Rambouillet) m.JPG, Vittel, 2012 File:2018 Tour de France -18 Pau (42999004634).jpg, Le Gaulois poultry product trucks, 2018 File:Wallers - Tour de France, étape 5, 9 juillet 2014, arrivée (A15).JPG, Haribo trucks, 2014


Gallery

File:Coca Cola Pickup.jpg,
Coca-Cola Coca-Cola, or Coke, is a cola soft drink manufactured by the Coca-Cola Company. In 2013, Coke products were sold in over 200 countries and territories worldwide, with consumers drinking more than 1.8 billion company beverage servings ...
pickup File:Kissmobile-hersheypark-2024-02.jpg, Hershey Kissmobile in Hersheypark, Pennsylvania, 2024 File:Nutmobile in Portland, Oregon, April 2018.jpg, Nutmobile in Portland, Oregon, 2018 File:Freeport shoecar 07.07.2012 13-42-46.jpg,
L.L. Bean L.L.Bean is an American privately held retail company that was founded in 1912 by Leon Leonwood Bean. The company, headquartered in Freeport, Maine (where it was founded), specializes in clothing and outdoor recreation equipment. History L.L. ...
Bootmobile in Freeport, Maine, 2012 File:Red Bull Car in Israel (1).jpg,
Red Bull Red Bull is a brand of energy drinks created and owned by the Austrian company Red Bull GmbH. With a market share of 43%, it is the most popular energy drink brand as of 2020, and the third most valuable soft drink brand, behind Coca-Cola and ...
car in Israel, 2017 File:Creme Egg car.jpg,
Cadbury Creme Egg Cadbury Creme Egg (originally named Fry's Creme Egg) is a chocolate confection produced in the shape of an egg. It was launched by the British chocolatier Fry's in 1963 before being renamed under sister brand Cadbury's in 1971. The product con ...
Car, 2024 File:1972 Outspan Orange (5963147880).jpg, Outspan Orange car File:XU 177 Daimler bottle car LLandudno 2008.jpg, Worthington Beer Bottle Lorry File:Promotional vehicle advertising Life Saver lollies (6167277447).jpg, Life Saver vehicle, 1930


See also

*
Novelty architecture Novelty architecture, also called programmatic architecture or mimetic architecture, is a type of architecture in which buildings and other structures are given unusual shapes for purposes such as advertising or to copy other famous buildings. ...
*
Art car An art car is a vehicle that has had its appearance modified as an act of personal artistic expression. Art cars are often driven and owned by their creators, who are sometimes referred to as "Cartists". Most car artists are ordinary people with ...


References

{{reflist


External links


8 of the Most Iconic Food Vehicles
The Takeout, February 14, 2023
The 45 Coolest Promo Mobiles Of The Last 100 Years
''Buzzfeed'', July 25, 2013
America's Most Outrageous Food Vehicles Slideshow
Daily Meal, Feb. 8, 2012 Advertising techniques Marketing techniques Brand management Decorated vehicles Novelty style