A NOVEL PUBLICITY SCHEME.
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THE GRAPE NUTS CO., LTD., whose Instant Post= substitute for coffee, Post Tamales and other cereal foods are so well known, are developing a novel publicity scheme which will require the aerviees of some 55, motorvana. Whese will be distributed so that there is one in each county, except Yorkshire, which will have three.
The bodies, which are being built by Carrasserie :Latymer, Ltd., of Pamber Street Works, Notting Hilt, London, W., are of a special type, the rear portion being made to nesemble a Sedan chair, whilst the driver sits in the normal type of cab. The Sedan portion of the body is divided into two compartments. The rear will contain presentation samples of the products of the Grape Nuts Co., whilat the front el-Impartment will provide for the accommodation of six ladies, who will be suitably dressed for the work of distributing the samples.
The van will be driven into a street, stopped, and the ladies will dismount and will distribute samples at the houses on each side. They will then remount the vehicle and run to another part of the town.
. The chassis are all Ford ton trucks, and the bodies are very elaborate, the colour scheme being brilliant yellow with small panels at daoio height in rich ruby lake. Each group of wording round the vehicle is written in the special 'style of lettering associated with the packet of the particular article to which the wording refers. A sliding door is positioned between the sample compartment and that for the ladies, whilst double doors are provided at the rear. The whole of the passenger compartment is finished in mahogany, with a. white ceiling. The samples compartment is stained in mahogany throughout, whilst the driver's cab is treated in a similar Manner, but has a white ceiling. The valances, wheels —in bet, everything below the chasms level, and also the roof, are painted black.
Extractor type ventilators are provided in the roof, and electric light is fitted throughout. The doors are all of the slam type, provided with Yale lucks. For the sake of cooling efficiency, an extra large capacity radiator is provided, and other fittings are a Zenith carburetter and the new Runbaken commutator.
The travelling compartment for the sample distributing staff has seats along the sides, so that the ladies face each other. Both these seats and that for the driver are thoroughly well upholstered, and the floor is covered with a thick carpet. With its load of passengers and samples, the weight should be such that riding will be quite easy, particularly as pneumatic tyres are fitted all round, The comfort of the drives' has been studied in a very marked manner. Besides the windscreen the driver's cab is enclosed by doors, and thus he is adequately protected from the weather.
Au aluminium step-mat is provided On the off-side running board, so that there is, less likelihood of treading loose dirt into the travelling e.ompartment.
We consider that the Grime Nuts Co., Ltd., are to be heartily congratulated on their great enterprise in this matter. , Mobile advertising by the use of motor vehicles, has certainly proved its worth, and that such a well-known company as this .should decide to adopt a large fleet o‘f commercial motor vehicles devoted entirely to a publicity campaign is striking testimony of their value as advertising media.