Strategy: Equal Campaigns For Flavor With Double-decker Bus - Event Marketer

Strategy: Equal Campaigns For Flavor With Double-decker Bus

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Merisant’s first-ever mobile tour for Equal is aimed at decommoditizing the sweetener brand. “We want to make Equal more of a visible choice than an invisible brand ” John Callahan senior brand manager for Equal told Buzz. “People try Equal all the time—they know it’s the stuff in the blue packets—but what we want to do is make sure they’re choosing it and not just doing it because it’s out of a habit.”

The centerpiece of the Campaign for Flavor tour which launched in February at the Coconut Grove Arts Festival in Miami is a brand-wrapped double-decker bus. Brand ambassadors on the bus hand out coffee and tea flavored with Equal and Equal Flavor Sticks a new line extension. The bus features seating for up to 30 plus a sun deck for consumers who want to sip in the sun. The tour visits retailers and lifestyle events in six markets—hitting each market twice—through Dec. 19. Agency: 141 Boomerang New York City.


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