Regrettable Rides: The Cow Mixer

This summer I saw one of these trucks for the first time (there are at least two of them, probably more). I really didn't know what to think. Cement mixers are supposed to be big and bland, and this is certainly not the latter. Is this going to help sell more cement? I think it would only work that way if they also get a colour advert in the yellow pages promoting that they have these trucks, because who actually takes the time to notice the company name on the door when the drum resembles a dairy cow?