The Caravane Publicitaire

The 1920s saw the birth of another Tour tradition that would become inseparable from the race: the publicity caravan. As France embraced consumer culture, businesses recognized the Tour's marketing potential. What began as a few cars distributing samples evolved into an elaborate parade that preceded the riders.

Commercial Innovation

The Menier chocolate company pioneered the concept, sending decorated vehicles to distribute samples to roadside spectators. Soon, every major French brand wanted inclusion. By 1925, the caravan had become a spectacle in itself—brass bands, acrobats, and costumed performers transformed the Tour's passage into a carnival.

This commercialization troubled purists who felt it diminished the race's sporting integrity. Desgrange himself expressed ambivalence, appreciating the revenue while worrying about distraction from the athletic competition. Yet the caravan served important functions: it entertained crowds during long waits, distributed free products to poor communities, and created a festive atmosphere that made the Tour a celebration rather than mere sport.