Brandmobile

An Oscar Mayer Frankmobile/Wienermobile "Bologna" in Gilford, New Hampshire, 2007

A brandmobile is a motorized vehicle customized to resemble a consumer product as a promotional tool for advertising and marketing. These vehicles range from altered consumer automobiles and vans to larger purpose-built buses and trucks, transformed into eye-catching, mobile advertisements designed to capture public attention. Brandmobiles are often used with public relations events, leveraging their mobility to reach a wider audience than stationary advertising mediums.^[1]

The concept of the brandmobile has evolved from traditional vehicle advertising and builds on the tradition of novelty architecture.

Despite their effectiveness, brandmobile campaigns can face challenges such as logistical complexities, regulatory restrictions related to vehicle advertising, and environmental concerns over emissions from gasoline-powered vehicles.

Examples

Famous brandmobiles include:

Wienermobile (aka Frankmobile) by Oscar Mayer
Nutmobile by Planters^[2]
Bootmobile by L.L. Bean
Red Bull Mobile, Mini Cooper or Volkswagen Beetle with oversized cans
Kissmobile by Hershey's Chocolate
Cadbury Creme Egg Car
Just Born Peepsmobile
The Pepperidge Farm Goldfish Mobile
Midwest Dairy Association Cheese Car
Boston Lobster Feast Car
Outspan Orange car

Many of these vehicles have become icons in their own right, symbolizing the brands they represent on the road.

Tour de France

Since the 1930s, the Tour de France road cycling race has hosted la Caravane pulicitaire (publicity caravan) of advertising trucks that precede the day's cyclists to entertain the crowds lining the streets and handing out free merchandise.^[3]^[4] Many of these are brandmobiles, resembling the product of the companies, and have become a popular attraction of the yearly race.^[5]^[6] According to the 2017 Tour de France website, 47% of fans come primarily to see the caravan. Notable brands include Haribo, Vittel, and Le Gaulois poultry products. ^[7]