The Canadian insect repellent Muskol, a division of Merck, is celebrating its 60th anniversary this year with a mobile tour hitting 25 campgrounds, fishing holes and fairs in Ontario, Quebec and Manitoba until July 15. The tour, which launched May 24, consists of a trailer which folds out into a tackle box, pulled by a branded pickup truck. Once unfolded, the tackle box contains a table for sampling and coupon distribution; a bug booth game, in which contestants stand in the booth and try to catch as many paper bugs as they can; and a magnetic fishing pond. The players of the games are all entered in a sweepstakes to win an all expenses paid fishing trip to a renowned fishing lake in Ontario. Each daily winner gets a t-shirt and some Muskol. The other sweepstakes prizes are one of five tackle boxes for third place and second was one of three branded canoes. The brand spends about six hours at each spot, connecting with consumers and reinforcing brand loyalty.
“We wanted to create a memorable brand experience for our Muskol users and reinforce our positioning in the market,” Julia Geissen, brand manager at Muskol, told Buzz. “Because we’ve been around for so long and our brand is about outdoorsmen, campers and fishermen, we needed to create a new experience to enjoy and explore with our fans.” Agency: Vibrant Ideation & Marketing, Toronto.