Branded by transit media specialist, Graffiti, the bright green Lindt Easter Bunny cabs form part of the Swiss Master Chocolatier’s broader Easter campaign, which this year has taken a conservation focus, highlighting the plight of the highly endangered Riverine Rabbit. As part of this nationwide operation, consumers are encouraged to purchase the iconic Lindt Gold Easter Bunnies and, 50c from every chocolate Bunny be donated towards the Endangered Wild Life Trust’s conservation fund for the protection of this species. As an additional benefit, with each purchase consumers will also stand in line to win a trip to the 5-star Sanbona Nature Reserve which is also the natural habitat of the protected Riverine Rabbit.
Not only is each Lindt London Cab fully-branded in bold green with the giant Lindt Gold Bunny emblazoned upon it, but the interior flip seats of the vehicles have also been similarly branded to further reinforce the communication idea.
Comments Lindt S.A. Marketing Manager, Megan Coquelle, “Internationally, Lindt has always been associated with giving back and as a brand we are very environmentally and socially aware. Our Easter campaign with the Riverine Rabbit ties into this international eco-consciousness and the bright green, unique vehicles seemed like an eye-catching medium in which to get our message across.”
Graffiti Director, Natalie Cloete, adds: “Lindt has a fantastic campaign which most definitely captures your attention with its bold execution. It’s not often you get to see the Easter Bunny on the road! They have chosen a premium out-of-home advertising medium with which to associate their premium brand and, by branding the flip seats inside the vehicles, they have truly maximised the offering of the cab medium.”
In addition to the branded London Cabs, the Lindt will also be promoting its Easter campaign through vida e caffè outlets and will be hosting various in-store sampling promotions. These initiatives will be further enhanced by a corresponding TV drive on M-Net as well as a national print campaign. Says Cloete, “Lindt’s selection of an out-of-home medium such as metered cabs to complement their television and print media campaigns, ensures a complete awareness campaign for their premium brand.”
Ends Coquelle, “The vehicles have only been on the road a short while and already we have had a lot of positive feedback. People are constantly letting us know they have seen them on our roads, so our Bunny definitely is generating a fair share of interest and excitement. Obviously our aim is for this to translate into a positive impact on actual Bunny sales and thereby make a difference to this beautiful, threatened species.”
For further information regarding Transit Media, contact Natalie Cloete at Graffiti on (011) 691 8400 or
[email protected] or visit the Graffiti website at
www.graffiti.co.za.