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BRITVIC (TANGO) MILK MARQUE
Page 45
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Armed with five category winners our judges settled down to deal with the thorny problem of choosing an overall winner as CM's Livery of the Year. It soon became clear that there were only two real contenders: Britvic's Tango artic and Milk Marque. Then the arguments really started. Within minutes our judging team had split into two camps and were busy defending their choices.
Barrow paid Milk Marque the ultimate compliment: "It's a design I'd have liked to have done myself" However, Dossetter felt the Tango at-tic's "inyour-face" design offered a unique solution to an industry problem: "It's difficult to malce a 38-tonner
invisible—so why make it invisible? It's huge but it's not offensive." Wilcockson wasn't so sure: "It's great, it's full of w impact but would I still want to see it in a year's time? M Milk is a commodity rather than a product; that's why in it's not as pushy as Tango." However, Gale thought for the Tango artic was more striking: "It grabs your qu attention but in a different way" ne Dossetter was clearly having trouble deciding ty," between the two. On Milk Marque: "The back is very liv impressive ...everything works the side of the vehicle ind is very clever, the front is understated. However, I'm wit is very clever, the front is understated. However, I'm wit f not convinced that the motorist passing would automatically register." Barrow chipped in that Milk Marque "is a vehicle livery; the other one is an advertising statement!". And so it went on for 40 minutes with no one yielding. As Wilcockson remarked: "You're looking at a glass of fizzy orange and glass of milk and they're very different!" Barrow agreed: "They both do their job—either one doesn't fail. They're both excellent solutions."
CM editor Brian Weatherley was brought in to offer a casting vote, and failed. After a long silence
one of the judges said: "Have you ever awarded the top prize to two companies?" but there was no reason why we shouldn't. A ave of relief swept over the judges. And Britvic and ilk Marque--two very different liveries—finished top spot. As the slide projector was packed away another year what did our judges think of the ality of this year's entries? "Despite excellent winrs I was rather disappointed with the overall qualisaid Dossetter. "It does show how important ery is. When you think about the problems the ustry has with complaints about traffic congestion other users, livery could be a positive contribu
tion to overcoming this. From a PR viewpoint trucks are under pressure, so if a livery can show that a vehicle's doing a good job, in a friendly way, then it has to be a good thing."
Who could argue with that?