August 1 —
Renters who choose a sponsored vehicle will get the car at a significant discount or may be eligible for a free upgrade. The cars can be rented online or at one of Budget's Atlanta locations. The promotional rate will depend on the market rate and availability.
Heather Etzler, vice president and general manager for Budget's Atlanta branch, said the campaign is in keeping with the company's mission to provide the best value for customers. She said Budget expects renters will find the ads are exciting and in good taste.
"This will help us build a relationship with customers we don't have at this point," Etzler said. "We think the demand is going to be there. With a world that is so driven with coupons and discounts, we think it's going to be a great relationship."
Wrap Media Group President Ira Berke said the partnership is a win-win for consumers and the companies they're trying to reach.
"It's not just a blatant sell," Berke said.
It's a strategy that definitely stands out. The black-and-white Sheets logo covers three sides of the all-red vehicles, and the ads feature Sheets' slogan, website and links to the company's social media addresses. The ads also say the product has B vitamins, no calories and no sugar.
Wrap Media Vice President Matt Custage said the company is negotiating with other brands interested in similar campaigns. Part of the Sheets' promotion includes free samples of the product, which will be available in the vehicles for renters to try — or not.
Warren Struhl, chief executive officer of Pure Brands — which owns Sheets — said he was excited about the prospect of his brand being exposed to people on the street and at restaurants, shopping malls, parks, beaches and other popular destinations.