Bug repellent Muskol is kicking off its 60th anniversary celebration this weekend with an experiential campaign that shows off a gamut of branded trucks, booths and family-fun games targeting outdoor enthusiasts at 20 campgrounds in Ontario, Quebec and Manitoba.

Muskol brand-wrapped trucks shaped like a fishing tackle-box will drive the campaign, acting as a holding tank for Muskol ambassadors and interactive booths and games.

High traffic areas such as campground entrances, will house the brand promotional activities developed by Montreal-based Vibrant Idéation & Marketing during the campaign tour, which ends July 10.

A large branded kite for consumers to fly adds another element of fun, and serves as a promotional tool at each stop on the tour, Claudine Bergeron, director of client services, Vibrant Idéation & Marketing tells MiC.

The idea for the campground-driven campaign came about during a brainstorming session with the agency and brand, when they realized in order to reach consumers who use insect repellents, they would have to promote the product outdoors, says Bergeron.

‘We wanted to give consumers a unique brand experience,’ adds Bergeron. ‘Looking at the target market of those that love outdoor sports and spend time outdoors, we developed an engaging experience.’

Keeping consumers on top of the Muskol team’s whereabouts, the brand created a dedicated campaign web page with a tour schedule and photo album as well as information on a Fish‘n Canada-sponsored contest, with the prize of an ultimate weekend away for two. Advertisements on the Muskol website and Facebook page direct consumers to the site.

Additional supporting promotional elements include Limited Edition Muskol aerosol and lotion packaging, as well as in-store displays.