Computer chipmaker Intel is giving away 150,000 breakfast packs on the London Underground in an attempt to position itself as a brand that supercharges people's days.
The activity supports the recent launch of Intel's new Core 2 Duo processors. The Intel-branded plastic duffel bags contain an apple, a flapjack, a bottle of water and an A5 postcard encouraging consumers to enter a competition to win an Intel-powered laptop. Intel's outdoor agency IPM booked the promotion, which covers 10 busy Underground stations including Victoria and Waterloo, through Carlson Marketing. It began on Monday and will run until December 9. The packs are branded with the message "Do more at once. Be more at once", which ties in with the "Multiply" ad campaign created by McCann Ericksson.