A common expression in marketing is “Sell the sizzle, not the steak.” Although the consumer might need food for sustenance, it’s the sound of the sizzle that makes them want a steak instead of a peanut butter and jelly sandwich.
Branding on beverage trucks goes way back to when it was “horse power,” rather than “horsepower” moving the product. Although the branding aspect of truck graphics has come a long way since then, more recent advances in large-format printing technology have made it much more cost-effective to add some sizzle to a truck’s graphic messaging.