The Dr Pepper Snapple Group rolled up on New York City’s Madison Square Garden and in front of partner MTV’s studio in Times Square last week in a custom painted 1968 El Camino to promote the citrus soda Sun Drop, which is one of the fastest-growing in the country and already a favorite in the southeastern states. The El Camino was a striking eye-catcher designed to draw in passersby, and doubled as a clever ice chest for the samples. The event tied in with a television campaign that began the same week on a national level and piggy backed on the hype and excitement around the NCAA tournament games going on.
Sun Drop Rolls into New York City in a Branded El Camino
The soft drink brand, recently acquired by Dr Pepper Snapple Group, loaded the vehicles with hydraulics, a high-end sound-system and a bed full of ice-cold bottles of soda. To top off the eye-catching nature of the event, Sun Drop also deployed a squad of Sun Drop Girls dressed in form-fitting yellow jumpsuits. The team of evocative brand ambassadors turned heads, and also engaged the public on the street, providing photo ops, handing out samples and distributing coupons. The brand plans to send the sampling vehicle out on the road this summer to 10 major U.S. markets and 20 local events before raffling off the El Camino at the end of the season.
“We needed to do something that would catch the eye of the millennial market and this was a way to add value to our relationship with MTV and get our message out to that market,” Bob Bartolone, regional sales manager at the Dr Pepper Snapple Group, told Buzz. “Our focus was on brand awareness in millennials, so we put a plan in place to introduce Sun Drop across the country.” Agency: Cenergy Communications, East Aurora, NY.