Van livery advertising charge
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My suggestion many years ago that the cost of decorating ownaccount vehicles should be charged against advertising budgets rather than against distribution was greeted with pitying smiles. The practice is, however, now adopted by Gilbey Vintners, which markets Smirnoff vodka.
Mike Spurling, UK brand manager, describes the Srnirnoff vehicles as moving posters and, he says, "the monies spent in creating them come straight from the advertising budget." Smirnoff has been identified with way-out illustrated slogans which leave me cold but appeal to youngsters and make it the brand leader in the United Kingdom.
Since 1977 the posters have been applied to the Gilbey vans by Controltac 180 vinyl film, which can easily be stripped off and replaced at about 18-month intervals. This is highly desirable with a product that is sold partially on its clean, fresh taste.