A celebration of freshness, fun, and French roads—Henkel turns detergent into an OOH spectacle.
Giant Detergent Bottles Take the Streets
Forget standard branding—Henkel takes it up a notch. Their Tour de France fleet includes massive, detergent-shaped vehicles that ride alongside athletes, entertaining the crowd at every stop.
Each vehicle is designed to amplify fun, making heads turn and cameras flash. This larger-than-life stunt blends product marketing with national pride and outdoor creativity.
400,000 Giveaways for French Spectators
Henkel doesn't just show up—they give back. With 400,000 giveaways, fans at the roadside experience a surprise-and-delight moment as branded goodies rain down from their promotional fleet.
This form of experiential advertising makes the X-TRA brand tangible, memorable, and instantly shareable across social media, boosting both reach and recall.
X-TRAordinary Branding Strategy in Motion
Henkel leverages the Tour de France’s visibility to stay top of mind across the country. Their bold vehicle design, team uniforms, and cohesive messaging echo the brand’s fun, energetic DNA.
By embracing mobility and spectacle, Henkel makes OOH campaigns dynamic and interactive—exactly what brands need in 2025 to make an impression.
19 Years of X-TRA Impact on Tour de France
For nearly two decades, Henkel France has fueled the Tour de France with energy and enthusiasm. Their detergent brand, X-TRA, is now part of the event’s DNA, capturing attention with vibrant visuals and roadside excitement.
X-TRA’s consistent presence highlights how long-term brand visibility pays off in high-traffic national events. With a campaign this bold, Henkel has mastered the art of OOH advertising.
What BM Outdoor Sees in This Activation
At BM Outdoor, we admire how Henkel transformed a household product into an iconic moment in the world’s greatest cycling event. Their blend of creative OOH media and audience engagement hits all the marks.
For brands looking to build emotional connections through outdoor campaigns, this is a textbook example of how to do it right.
The Future of Detergent Marketing? Go Big.
Henkel’s Tour de France activation shows the power of taking risks in creative execution. From design to delivery, they go all-in on visibility and joy.
As OOH continues evolving, this level of imagination and commitment makes Henkel a standout. Who says detergent can’t steal the show? With the right strategy, even cleaning products can dominate the road.
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