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行走的活广告:八大公司创意品牌宣传花车大巡游

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    Who could forget seeing a giant hotdog, goldfish or egg driving down the street? That’s what businesses hope when they build oddball cars to serve as brand ambassadors. For many of the companies, commissioning a “brandmobile” is a way to celebrate a product’s anniversary or other special occasion. Below are eight of the most memorable among them.

    有谁能忘掉巨型热狗、金鱼或者鸡蛋在大街上前进的场面?那正是企业所希望的,它们就是要自己制造的古怪汽车成为品牌大使。对许多公司来说,雇用“品牌宣传车”是庆祝产品上市周年或其他特殊日子的方法之一。下面是其中最令人难忘的八辆宣传车。

1.The Cadbury Creme Egg Car

    It may slightly resemble the Google self-driving car, but this automobile is, well, even more egg-shaped and colorful. And its promoting an iconic candy: the Cadbury Creme Egg. The sweet-shaped vehicle has been featured on the road for various advertising campaigns. There are at least five driving around -- mostly in U.K. and particularly Bourneville near the Cadbury factory.

1.吉百利奶油彩蛋车

    它看起来或许有点儿像谷歌(Google)的自动驾驶汽车,但它的外形更像鸡蛋,而且更加绚烂多彩。它代表的是一种标志性糖果:吉百利(Cadbury)奶油彩蛋。这辆糖果外形的汽车曾在各种各样的广告活动中闪亮登场。它至少做过五次环游,其中大多数都在英国,特别是在吉百利工厂附近的伯恩威尔。


2.The Hershey’s Kissmobile

    Another chocolate-themed roadster, the Hershey's Kissmobile is quite the treat. Featuring three separate Hershey’s kisses in a row mounted on a moving platform, the Kissmobile first revved its engines to coincide with the candy’s 90th anniversary in 1997.

    The car’s maker explained that the confectionary vehicle was made to “generate public awareness and support for their charity partner, 'The Children's Miracle Network.'" Apparently successful, Hershey's had two others built. Each Kissmobile travels over 30,000 miles annually, visiting hospitals, schools and shopping malls.

2.好时Kiss巧克力车

    这是又一辆巧克力主题的宣传车,不过好时(Hershey's)Kiss巧克力车确实不同凡响。它就像是在移动底盘上并排摆了三个好时Kiss巧克力。这辆车在1997年,即Kiss巧克力问世90周年之际,首次投入使用。

    制造者解释说,打造这辆糖果车的目的是“让公众知道、支持他们的慈善合作伙伴The Children's Miracle Network”。这辆车显然很成功,好时随后又制造了两辆。每辆Kiss巧克力车每年都要行驶逾3万英里(4.83万公里),走访医院、学校和商场。


3.The L.L. Bean Bootmobile

    For Maine retail giant L.L. Bean, the decision to go mobile came in 2012 during the store’s 100thanniversary. And what better way to celebrate than make a car in the shape of a giant shoe? But that’s not all. What’s better than one giant shoe-shaped car? Two giant shoe-shaped cars. L.L. Bean said via email that the first boot now has a “sole mate.” According to a company spokesman, “the original L.L.Bean Bootmobile was so popular we decided we should have a pair.” He added, “The new Bootmobile will travel the country, along with the original, promoting a healthy, active outdoor lifestyle for people of all ages.”

 3.宾永靴子车

    缅因州零售巨头宾永(L.L. Bean)在2012年,也就是这家公司成立100周年时决定使用品牌宣传车。有什么庆祝方式比制造一辆巨型靴子车更好呢?但这还不算完。有什么比一辆巨型靴子车还好呢?那就是两辆巨型靴子车。宾永在电子邮件中表示,第一辆靴子车现在有了一位“灵魂伴侣”。公司发言人称:“原来的靴子车那么受欢迎,所以我们觉得我们应该有一双靴子车。新的靴子车将和原来的那辆靴子车一起在国内巡游,面向所有年龄层次的人推广健康、积极的户外生活。”


4.The Oscar Mayer Weinermobile

    The hotdog-shaped vehicle may be one of the most popular brandmobiles to date, and that’s partly because it’s been around for nearly 80 years. First built in the 1930s, the large weiner-shaped car has been entrancing the masses to buy Oscar Mayer's meats ever since. The food company lauds the Weinermobile on its website, with a blog focused solely on the traveling hotdog’s daily escapades. Titled the “Hotdogger Blog,” it’s all about, you guessed it, “Life Inside the Wienermobile.”

4.奥斯卡•迈亚法兰克福香肠车

    这辆外形好像热狗的汽车也许是迄今为止最受欢迎的品牌宣传车之一,一部分原因可能是因为它已经服役了将近80年。这辆巨型香肠车诞生于20世纪30年代。从那时起,它一直在“诱惑”大众去购买奥斯卡•迈亚(Oscar Mayer)的肉类产品。这家公司也在自己的网站上为这辆香肠车做宣传,专门开通博客来讲述这辆车在日常巡游过程中的刺激经历。这个博客的名字叫“热狗人部落格”,大家可以想到,里面的内容都和“热狗车里的生活有关”。


5.The Just Born Peepsmobile

    Before making the sugary chicks and other holiday confections fit for any occasion, Just Born hit the road with the Peepsmobile for the brand's 50th anniversary in 2003. There are now three cars total, two of which were manufactured a decade later. Each gigantic yellow peep sits atop a yellow Volkswagen Beetle.

    "The cars are used at events and for promotions that the Peeps brand is involved in on both the community and national level and helps to bring smiles to people who not only encounter it at events, but also on the road," according to Matthew Pye, vice president of trade relations and corporate affairs for Just Born.

5.Just Born小鸡车

    推出糖小鸡和其他适于任何场合的节假日糖果前,Just Born在2003年,也就是该公司成立50周年之际造出了小鸡车。现在,Just Born一共有三辆小鸡车,后两辆的制造时间比第一辆晚了10年。每辆小鸡车都是一只巨型黄色小鸡坐在一辆黄色大众(Volkswagen)甲壳虫的车顶上。

    Just Born负责贸易关系和公司事务的副总裁马休•派伊说:“这几辆车用于社区和全国范围内涉及Peeps品牌的活动和促销,它们会给人们带来微笑。不光是在活动中,在路上也是如此。”


6.The Pepperidge Farm Goldfish Mobile

    It's the snack that smiles back, but in gigantic, automobile form. What’s not to like about a large, happy goldfish cracker on wheels? That’s what one gets -- a grin -- when checking out the Pepperidge Farm Goldfish Mobile, a wonder concocted by Prototype Source, a maker of mobile marketing vehicles. “Certainly not your usual fish-out-of-water, the Pepperidge Farm Goldfish Mobile draws attention from crowds coast-to-coast,” the company’s website says. It's 23 ft. long, 13 ft. tall and features an 8-ft. pair of sunglasses "wrapped above a playful Goldfish smile.”

6.非凡农庄金鱼车

    它是对着人们微笑的零食,但也是一辆体型巨大的汽车。一个有轮子的、快乐的大个薄脆饼干怎么会不惹人喜欢呢?观察非凡农场(Pepperidge Farm)的金鱼车时,人们看到的正是这样的表情:一张笑脸。制造这辆奇妙汽车的是营销车辆生产商Prototype Source。该公司网站称:“这当然不是普通的离水之鱼,非凡农场的金鱼车吸引了全美国民众的注意力。”这辆车有23英尺(约7米)长,13英尺(约4米)高,还带着一副8英尺(约2.4米)宽的太阳镜,“在那下面是一张欢快的金鱼笑脸。”


7.The Planters Nutmobile

    Planters first built its Nutmobile in 1935 and has used one as part of its broader NASCAR sponsorship. It got an upgrade in 2011 for the "Naturally Remarkable" tour, Planters created a new car that runs on biodiesel and solar energy. "Inspired by how peanuts naturally give back to the earth, the new Planters Nutmobile uses environmentally-conscious materials and harnesses the power of sunlight and wind," the company said on its website.

7.Planters坚果车

    Planters从1935年开始制造坚果车,随后一直把这辆车作为赞助纳斯卡(NASCAR)赛车活动的一部分。2011年,Planters为了“自然非凡”巡游给坚果车升了级,造出了一辆使用生物柴油和太阳能的新车。这家公司的官方网站称:“Planters新坚果车的灵感来自于花生对地球的天然回馈。新坚果车采用环保材料,利用太阳能和风能。”


8.The Red Bull Mobile

    Drinking Redbull, the caffeine-fortified energy drink, makes you feel like you can fly. But seeing a Red Bull-inspired car provides its own energy kick. The car, a Volkswagen, has a giant drink can on its roof. The company brings out the vehicle for special occasions involving its many sponsorships of car and motorcycle races.

8.红牛易拉罐车

    红牛是富含咖啡因的能量饮料,喝了以后会让人觉得自己能飞起来。但看到一辆灵感来自于红牛饮料罐的汽车同样也会让人精神一振。这辆大众车顶着一个巨大的红牛饮料罐。这家公司用它参加一些特别的活动,包括对多项汽车和摩托车赛事的赞助。(财富中文网)

    译者:Charlie

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