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On the margin
Page 12
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Full Throttle ahead
Fake a stroll with us through the little sideroads of iaulage, the diversions and detours, the quirky, :he quixotic and the downright strange...
If you were introducing a drink offering 'sixteen ounces of raw anergy' how would you promote it'?" starts the press release 'ram redoubtable US truck builder Mack. Well, if you were On the Margin you'd probably try mixing it with something ntoxicating... meths, perhaps; or the distilled and bottled charisma of the operations desk, followed by as many cocktails as possible while waving a promotional sign.
Apparently, though, that's not how things are done in the corporate world (although frankly we think they're missing a trick or two). Mack instead suggests the obvious: "How about wrapping more than a dozen big, powerful trucks with the new product's logo, then sending them out on a nationwide tour?"
See how unimaginative our industry can be? Mack could have wrapped bulldogs in product posters and taught them to bark the Star Spangled Banneron a nationwide tour.
Sadly Mack appears to have eschewed our dancing bulldogs idea and has plumped for the 'truck as mobile billboard' scheme to help launch Full Throttle, a new beverage from Coca Cola, taking 15 mixer trucks and wrapping them in snazzy logos. The press release is a little vague as to what Full Throttle is, or what it actually contains (sugar? caffeine? ginseng? bull's pizzle?) as indeed is the Coca Cola website. Drink enough of it and you may not sleep for a week but it sure is a real puny truck.
And if, of course, you've guzzled your fill of Full Throttle and are on the move then this offering from Travel John may come in handy (www.traveljohn.co.uk). Yes, it's a "resealable, disposable urinal" and, we're told, "for adults and children alike, the urinals and solid waste/vomit kits can be used while at home, on the road, or in traffic jams."
Although quite how you'd use it while stuck in the middle lane of the M25 is anyone's guess.