As it turns out, the “red truck” can be a BTL theme for various brands.
For Coca Cola it is a continuation of its flagship Christmas advertisement, which connects a very strong ATL campaign and in-store activation, which is BTL.
The interesting thing is, that such a strong brand remembered to clearly mark the exposition with their brand.
Dr.MARCUS, a car cosmetics manufacturer, used the “red truck” in reference to the usage of its products. It is very logical, whereas being a lesser - known brand, it is worth remembering about the communication, that is directed to our offer and the brand itself, which needs to be built in the shopper’s consciousness. All of that needs to be done, especially if this “red truck” theme is actually monopolized by another, very well-known brand.
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