Mars Ice Cream sampling enjoys extended run with Carbon
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After extremely positive consumer reaction and ‘intention to buy’ feedback, Mars Ice Cream is continuing its sampling roadshow into September 2012.
Organised by Carbon Marketing, the campaign centres around an original vintage VW camper van complete with feather flags and deck chairs.
After starting the roadshow in London at the Jubilee weekend, the van will continue touring UK beachside resorts, town centres, car shows and county fairs. An event manager and 5 brand ambassadors engage consumers within sight of the van, offering fun size samples and handing out leaflets with 50p money-off coupons for the Mars multi-pack range.
The vintage ice cream van is an endorsement of Mars’ ‘Real Dairy’ USP. Mars is the only chocolate manufacturer to use an ice cream recipe based on real milk and cream. The Mars bar product is the No1 selling ice cream bar in the UK.
So far 220,000 people have received samples and money off coupons. It is expected that over 6 million consumers will be exposed to the Mars van throughout the full campaign.
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