Saturday, August 17, 2013

Mini Cooper’s Road Map To Fending Off Surging Rivals...

Mini Cooper’s Road Map To Fending Off Surging Rivals

It’s not business as normal anymore at Mini Cooper.

The tiny car has been showing outsize growth for the last few years, but now competition has started to ding the brand as rivals like Ford and Toyota introduce a widening array of small, fuel-efficient cars.

Mini is fighting back with new executions in its “Not normal” campaign from Butler, Shine Stern & Partners, Sausalito, Calif. — the creative strategy that allowed the agency to hold onto the account after the automaker’s review in 2012. The idea is to push its peculiarity and stand out from brands like Chevrolet’s Spark, which outsold Mini in July of this year according to Automotive News’ DataCenter.

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