Tours

The Hershey Company this summer hit the road with the Twizzlers Irresistible Summer Road Trip, a cross-country effort to promote its newest flavor, Twizzlers Sweet & Sour Filled Twists. The eight-market tour, which launched July 26 in Chicago and ends Sept. 19 in St. Louis, is traveling to family festivals, sporting events and beaches where it distributes samples and engages consumers with music, games and prizes. It also ties in with events sponsored by radio stations when possible. 

Lay’s potato chips, a brand of PepsiCo’s Frito-Lay division, kicked off a mobile greenhouse featuring its potato farmers that is traveling to five cities following its July 26 debut in New York City’s Times Square. The tour will visit Boston’s City Hall Plaza, Chicago’s Millennium Park, Detroit’s Tigers Stadium and The Grove in Los Angeles before it wraps at Rangers Ballpark in Dallas on Aug 24.

Online t-shirt retailer Threadless this summer launched its first mobile tour to celebrate the company’s tenth anniversary and introduce itself to its fans face-to-face. The e-retailer’s Threadless Everywhere tour traveled in a customized Airstream trailer branded with Threadless’ logo and a van wrapped in graffiti-style art, and stopped at a series of design shows, festivals and craft fairs across California. The brand also staged a pop-up shop outside Comic-Con in San Diego before closing the first leg of the tour last week.

Green Mountain Coffee is connecting with consumers and sampling its caffeinated brew this summer on its first-ever mobile tour. Through Sept. 15, the brand will be visiting fairs, festivals, malls and high-traffic locations across the Northeast to raise awareness for its coffee and promote its Keurig single-serve coffee brewing system. Attendees will get a chance to try the brand’s signature coffee and share their coffee revelations inside a nine-foot tall booth built to look like a hot cup of Green Mountain Coffee.

GlaxoSmithKline’s Sensodyne brand is on the road for 23 weeks this summer, bringing an educational message about dental health to 11 high-traffic festival and fair events from May to October. It is traveling in a custom gooseneck trailer staffed by dental hygienists who will meet one-on-one with consumers to answer questions and offer advice about how to prevent future problems.