Wait in warmth: A bus shelter with a civic duty

Chicago – A civic-minded bus shelter advertisement is warming up passengers as they wait for their public transport.

To promote its roast stuffing brand Stove Top, Kraft Foods has placed advertisements at 10 bus shelters in Chicago. But unlike most other bus stop ads, each of these accompanies a heater in the ceiling of the shelter so that those commuters who choose to stand by the advertisement can stay warm. The accompanying slogan reads, ‘Cold, provided by winter. Warmth, provided by us’. In line with our civic branding trend, Stove Top’s multisensory take on experiential marketing – in this case, civic branding in its crudest form – is enabling a direct but useful link between consumers and the brand.