INDUSTRY NEWS

"Goin' Mobile"

Beverage World
June, 2002

Any successful beverage marketer knows the value of optimum, effective exposure. One of the latest media being employed to that end is mobile advertising.

“The reason that mobile advertising in its many forms is so effective right now is because it's inexpensive, quantifiable, and very accessible,” says Sam Kaplan, vice president of Mobile Advertising Group (New York, NY).

One of Mobile Advertising Group's most effective programs is TruckSide advertising—using a third part delivery truck to optimize a brand's presence in a particular market. According to Kaplan, “the program is executed at a low cost to the marketer because it's cooperative in nature.”

The CPM (cost per thousand viewers) for TruckSide advertising is 90 cents, compared to a half-page black and white newspaper ad at $19.20 or a 30-second TV spot at $16.25.

Better yet, Mobile Ad Group has demonstrated success in giving beverage marketers what they want at the end of the day—an increase in sales. For example, Mistic saw a 29-percent boost in sales over a two-month period after adopting a TruckSide advertising campaign with Mobile Ad Group.

Dr Pepper/ Seven Up brands have also felt a positive impact since adopting the TruckSide campaign. “Year after year we continue to see results from our TruckSide advertising,” says Jennifer Welsh, manager of media for DPSU, “and hope to continue this success in years to come.”

The graphics themselves are high-resolution vinyl and certainly aren't limited to use solely on the sides of trucks. This summer Mad River Teas and Juices will be executing its “Wilderness Summer Tour '02” campaign. Along with a branded beverage sampling truck, the promotion features VinylWrapped Mad River-branded kayaks.