| EVENT REPORT 01.23.07 |
PRINT | SEND TO A FRIEND |
|
| Margarine Promo Puts Fabio on Display |
| Bikini-clad models and the blond spokesperson drew crowds to a beach inside a glass-enclosed truck—the mobile marketing vehicle for I Can’t Believe It’s Not Butter’s new olive oil spread. |
|
| What better way to grab attention than to put Fabio in a glass box in Times Square? That’s exactly how I Can’t Believe It’s Not Butter promoted its new olive oil spread and competition for a trip to a Mediterranean island last week, before stops in Boston and Philadelphia. Stephen McDermott, senior associate brand manager for Unilever, worked with M Booth & Associates and Synergy Events to create a beach scene—made up of sand, palm trees, and sun loungers—inside a heated glass-walled truck, where passersby could pose with the aging Italian model (and long-standing brand spokesperson). And just so it wasn’t all about Fabio, Go Catering provided some 3,000 asiago cheese muffins slathered with the butter substitute for the public to sample. |
|
CONTINUED > |
|
|
|
|
|
|
|
|
|
|
