Nutmobile Helps Planters Spread Eco-Friendly Message - Event Marketer

Nutmobile Helps Planters Spread Eco-Friendly Message

DB_Planters_2012 Book
Brand: PLANTERS
Agency: MOMENTUM WORLDWIDE TURTLE TRANSIT
Year: 2011

Planters’ Naturally Remarkable Tour was designed to spread the brand’s sustainability message and get samples to consumers in 16 cities.

For the effort, which lasted from February through August, Planters transformed a 25-foot Isuzu biodiesel truck into the peanut-shaped vehicle called the Nutmobile. The experience included a photo op with Mr. Peanut—attendees could download photos on iPad kiosks at the event and share them on Facebook—as well as a “tree point” basketball game with a slightly-larger-than-usual hoop and a natural-looking backboard, and a cart serving up warm honey-roasted peanuts, for a street-side sampling experience.

For a community service overlay and to reinforce the “green” positioning, Planters turned vacant land into peanut-shaped “Planters Grove” parks in four of the tour cities—New Orleans, New York, San Francisco and Washington, D.C.—using reclaimed materials and native flora. The projects were designed by renowned landscape designer Ken Smith and built in collaboration with Corps Network, a service and conservation nonprofit. Each had a Mr. Peanut statue as a centerpiece.

Biodiesel fuel wasn’t the tour’s only eco-friendly feature. The vehicle was also powered in part by five roof-mounted solar panels. The energy they captured helped run the low voltage lights and stereo system inside the unit. Additional energy was captured with a wind turbine built into the vehicle’s ribbed body texture. The windshield was made of recycled glass, the frame from repurposed steel from other vehicles, and the flooring from wood reclaimed from a 1840s-era barn.

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