Coca-Cola: Full Throttle
Cement Mixer Sampling Tour

Objective:

To generate brand awareness within the blue collar male, A25-34 demo and to drive sales for Coke's new energy drink, Full Throttle.

Markets:

Over 70 markets, including Los Angeles, Atlanta, Las Vegas, Denver, Dallas, Cleveland...

Solution:

14 Mack Cement Mixers were custom branded with the Full Throttle message. Each had a professional driver and a female Brand Ambassador. The trucks traveled to 70+ markets over a period of 12 weeks to sample the beverage and generate awareness for its launch. Targeted routing included locations such as factories, construction sites, hardware/home improvement stores, and NASCAR events. 40,000 beverage samples were distributed along the way.