Like the Oscar Mayer Wienermobile and Lindt’s Chocolate Gold Bunny Car, L.L. Bean’s promotional vehicle takes the shape of what the company considers its signature product: a duck boot
Mandee Flanders was cruising south on Route I-95 at 65 mph behind the wheel of a giant shoe – specifically, a giant duck boot.
As she eased into the flow of morning traffic in Portland, Flanders typed a destination into a Garmin Dēzl, a GPS navigation system designed for truck drivers. “It will take us on known truck routes that are safe for the Bootmobile,” she said. But the Bootmobile’s home turf is New England and the East Coast, the region where L.L. Bean is most widely recognized. The vehicle’s high season is now: From midsummer through late fall, L.L. Bean sends the Bootmobile on the road with a team that takes it to beaches, college campuses and town squares, doing brand activations and opening a mobile pop-up shop.
Another pitfall, Flanders said, is that everyone approaches the Bootmobile and asks questions or wants their picture taken with it. It’s a little exhausting at times, even for Flanders, who loves her job. Later, while zipping down Route I-95 toward Massachusetts – the Bootmobile can go – Flanders recounted how she came to drive a giant shoe.
The Bootmobile team is a rotating cast: Some people join for one tour, others return for multiple seasons. The longest-serving member has been on the team for four years. Many of the Bootmobile drivers have been former Wienermobile drivers. It was brutally hot and humid by the time the vehicle pulled up to Revere Beach around noon. L.L. Bean keeps a “summer shack” there – a kiosk with free chairs and umbrellas for beachgoers to use.
Flanders Boot Bean Maine Bootmobile Flanders Stop GMC Sierra Oswego Peabody
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