AutoBeat

PORTLAND, Maine, April 23 /PRNewswire/ — Pierce Promotions and Kraft Foods Inc. received top honors at Event Marketer’s 2008 Experiential Marketing Summit in the category of Best vehicle Design (Less than 18 Wheels) for their outstanding work on the Crystal Light “Pump It Up” Tour. The Ex Award was presented at a gala dinner before an audience of 1000 industry colleagues in Chicago on April 21, 2008. A panel of senior-level brand-side event marketing experts judged entries on the basis of the vehicle design’s impact on the experience created.
Pierce teamed with Kraft to bring the Crystal Light “Pump It Up” campaign to life by launching a fully immersive and ground-breaking experiential mobile tour that seamlessly integrated the vibrant and empowering themes of the beverage brand’s advertising elements and consumer promotions. The tour invited women where they live, work, play and shop to go from “pale to pumped” in every aspect of their life, from their choice of refreshment, to make-up, fashion, music and more.
The award-winning vehicle served as anchor to the national tour. With colorful translucent side panels that unfolded at the press of a button, it created the perfect stage for a range of engaging and innovative activities that truly evoked the refreshing and bold transformative energy of Crystal Light itself. All elements inside the vehicle — from the vibrant retail-inspired decor to the interactive activities-were designed to capture the feeling of high-end fashion boutiques. Highlights included a refreshment bar that matched flavor to personality, a prototype tech-driven style finder station and interactive personal music pods. Outside the vehicle, a runway-like stage area featured exciting programs including chic beauty stations where women were treated to samples, incentives and professional makeovers by trend leading style artists. These sophisticated, multi-hued, multi-sensory elements worked well together to create an unforgettable environment that enabled women to experience the passion, empowerment and uplift behind the beverage brand.
“We are extremely proud to be recognized for our collaboration with Crystal Light. The environment we created celebrated the brand’s passion for vibrant energy while empowering women across the country to pump up their daily lives,” said Patricia Rosi, Pierce’s Chief Creative Officer.
Among a growing list of industry awards, Pierce has taken home eleven Ex Awards including three Gold, five Silver and the Grand Ex Award, the highest honor given by the magazine.
About Pierce: Pierce is a top-ranked, full-service marketing agency specializing in experiential, local, retail and specialty marketing — the four pillars of its award winning brand activations. Pierce brings stunning reality to experience unlimited(R) — the philosophy that every brand has an experience within it and every consumer has an experience to share. Founded and headquartered in Portland, Maine, Pierce has grown its client roster to include leading corporations such as Kraft Foods, Verizon Communications, Procter & Gamble, Discovery Communications, TD Banknorth, Diageo, Scotts, SKYY Vodka, DEWALT and SAM’S CLUB. Pierce is fully-owned by Omnicom Group, Inc and part of the Radiate Group of agencies, 25 best-in-class marketing services agencies. It has regional offices in New York, Los Angeles, Washington DC, Chicago, Philadelphia and Bentonville. For more information, visit .
About Crystal Light: With just five calories per serving, Crystal Light is a great tasting, sugar-free beverage, which provides the benefits of hydration. Crystal Light is available in 28 refreshing flavors and comes in a variety of forms including convenient On The Go packets and individual tubs as well as 16 fluid ounce ready-to-drink bottles. Crystal Light is also an excellent beverage option for people with diabetes, because it contains <1 g of carbohydrate per serving and is considered a FREE exchange. For more information about Crystal Light, please visit .
Pierce Promotions