Road Warriors

Even in the era of Facebook and Twitter, nothing drives brand awareness like a custom set of wheels

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

Last year, the marketing people at Le Creuset were looking for a new way to generate buzz. The French cookware brand didn’t have a huge media budget, but it did have an 87-year heritage—and that gave them an idea. “Our factory in France maintained a fleet of Citroën Truckettes back in the 1950s and ’60s,” says marketing communications director Will Copenhaver.

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