Top 6 Tour de France advertising caravans

Published : 06/06/2025 12:22:17 Updated : 04/28/2025 12:22:32 Rankings, numbers and statistics !

Équipe Adintime

Pôle Marketing

Summary of the article :

Why the Tour's advertising caravan is still a hit
The top Tour de France advertising caravans
What are the gifts in the Tour de France caravan?
Is this advertising really accessible to companies?
Why it's a real advertising lever

When we think of the Tour de France, we think of the mountains, the yellow jersey, the performances. But even before the cyclists arrive, another spectacle attracts the crowds: the Tour de France advertising caravan. A veritable festival on wheels, it offers brands a unique showcase to promote themselves.

And some of them have pulled out all the stops with original, memorable and sometimes brilliant ideas. Here's a roundup of the most memorable caravans to inspire you.

Why the Tour's advertising caravan is still a hit

Every summer, millions of spectators flock to the roads, often hours before the race. Why do they do it? To experience the atmosphere, pick up goodies... and admire the animated brand vehicles. This popular event is deeply rooted in French culture.

Does the Tour de France advertising caravan still exist?

Yes, it's even more dynamic than ever. According to Wikipedia, it has been preceding the riders on every stage since 1930, and represents an exceptional advertising opportunity.

Every year, the Tour's advertising caravan attracts around 12 million spectators, an audience that few other campaigns reach as widely.

Why are brands banking on this format?

Because it's more than advertising. It's a moment of sharing, direct contact and interaction with the audience. And it works: the memory of a brand offering you a gift under the sun has more impact than a TV spot seen between two programs. For companies, it's a simple, emotional way of making a lasting impression.

The top Tour de France advertising caravans

Some brands have succeeded in making their appearance in the caravan an eagerly awaited rendezvous every summer. They rely on originality, proximity and humor to stand out from the crowd, and you can take inspiration from them.

Cochonou: the tradition that's a hit

It's a classic, an emblem of the Tour de France. Cochonou's little red-checked 2CVs criss-cross the roads with good humor. The brand has been around for over 20 years, with an unchanged but effective concept.

This success is based on perfect consistency with the brand's image: terroir, conviviality, the real thing. The result? Everyone knows Cochonou, even those who don't buy sausages.

Haribo: the party for young and old

Haribo is the star of children. But that's not all. With its colorful vehicles, lively music and flying bags of candy, the brand has created a world that appeals to all generations.

Their strength? To transform a marketing moment into a happy memory. And to create a real expectation at every stage. For an SME, this shows that by focusing on simple pleasures, you can win strong support.

Xtra: a responsible, modern approach

Xtra washing powder recently incorporated an eco-responsible dimension into its presence in the caravan: recyclable goodies, a less polluting vehicle... a way of showing that event advertising can also evolve with the times.

It's a good example of green adsfor all impact-conscious brands. Being visible without being intrusive, festive without being polluting: a differentiating positioning.

Skoda: consistency, sponsorship and design

As an official partner of the Tour, Skoda deploys a perfectly oiled strategy. In addition to supplying the organization's vehicles, the brand offers cars dressed in the colors of the event and its campaigns. It combines logistical presence, storytelling and brand experience in the field.

This is a typical example of well-thought-out sponsorship: non-intrusive, useful and rewarding. For an SME, it shows that it's possible to intelligently combine service and visibility, and for an SME, it's an original marketing opportunity that allows you to make yourself known in a different way, with humanity and proximity. You're not talking to a passive audience: you're creating links, giving, entertaining.

And in a world saturated with digital messages, this is perhaps where your real competitive advantage lies.

E.Leclerc: a vitamin-packed, 100% electric caravan

E.Leclerc is banking on humor and proximity with a caravan that has become cult. In 2024, the famous melon is joined by a revamped strawberry, a cherry sidecar and a life-size bunch of leeks, all electric vehicles. A mix of fun, freshness and a responsible message, that appeals to young and old alike on the roads of the Tour de France.

LCL: between heritage and innovation

As a long-standing partner of the yellow jersey, LCL combines tradition and modernity in its caravan. Every summer, its yellow vehicles broadcast energy and goodies in the leader's colors. By relying on a strong, recognizable identity, the bank succeeds in combining the institutional and the popular in one of the Tour's most visible advertising schemes.

What are the gifts in the Tour de France caravan?

Goodies are the signature of the caravan. They vary from brand to brand, but often include caps, sweets, bags, samples, useful or fun items. These objects are expected, collected... and, above all, kept. A physical object in a prospect's hands means a prolonged presence, well beyond the time of the caravan.

For a company, it's tangible advertising, at a very reasonable cost compared to the memorability it provides.

Is this advertising really accessible to companies?

You might think that the caravan is reserved for big brands, but more and more SMEs are finding their place in it. Full participation costs between €100,000 and €250,000, including vehicle, logistics and goodies (Source: BFMTV).

However, lighter formats can reduce the budget to €40,000-70,000, by sharing a vehicle or targeting only certain stages of the Tour de France. So the Tour de France advertising caravan remains adaptable, even for small structures that want to gain visibility in an original, local way.

How can I apply for the Tour de France 2025 caravan?

You have to go through A.S.O., the official organizer. Applications must be submitted several months in advance, often as early as autumn for the following summer. It includes a description of your project, the vehicle's visuals, the distribution system and communication messages.

Agencies can work with you to design a vehicle, manage logistics or even share an event with another company. This reduces costs, which are often estimated at €80-100,000 for a full participation, but much less for shared or regional formats.

Who is the official sponsor of the caravan?

There is no single sponsor of the caravan. Several brands, such as LCL, Skoda and E.Leclerc, are partners of the Tour de France, with premium status. They benefit from enhanced visibility. But every year, the caravan also welcomes new brands, large and small, to promote a product, a service or a cause.

This proves that there's room for everyone, as long as the event is well thought-out and secure.

Why it's a real advertising lever

The Tour de France publicity caravan offers a rare combination: visibility, emotion, local roots and mass awareness. It's a form of advertising unlike any other, because it associates the public with a festive, physical experience.

For an SME, it's an original marketing opportunity that lets you make yourself known in a different way, with humanity and proximity. You don't talk to a passive audience: you create links, you give, you entertain.

And in a world saturated with digital messages, this is perhaps where your real competitive advantage lies.