In order to promote the Honey Monster family of food Stage One were asked by experiential marketing agency, Hotcow, to create a themed ‘Monster’ truck to both raise brand awareness and reinforce the public’s latent fondness of the Honey Monster.
“The conversion of the original truck, an iconic 1970’s ex-army Land Rover 101, was a huge challenge,” said Neil Franklin, head of interpretation for Stage One. He continued, “but by forming a close working partnership with Hotcow we were able to provide a solution to meet the aspirations of the client.”
The process was, however, far more complex than it appears and throughout the conversion the design of the truck was constantly evolving, requiring Stage One to draw on their extensive experience to offer and incorporate design solutions. The conversion included extra lighting, panelling, graphics and a roof hatch, and drew on most of Stage One’s in-house departments, with their metal, wood, composites and paint workshops all involved over the three-month process.
The result is a fully themed working vehicle from which the Honey Monster is able to promote his new products and interact with families. The truck will tour UK retail outlets through Spring 2010.
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