Mini in 1979

Lynne Sacks

1989 campaign for the Mini, which had been consistently declining in sales and share since 1973. Main reason was the arrival of the hatchbacks with their family role.
Agency: Leo BurnettAuthor: Lynne Sacks

Mini in 1979

INTRODUCTION

Leo Burnett was appointed by British Leyland in autumn 1978 to handle advertising for the Mini. The detailed advertising brief was received in late November 1978, with a target airdate of 29th January 1979 for the television element of the new 1979 campaign.

This is an account of the development of that campaign, and an assessment of its effectiveness.

BUSINESS BACKGROUND

The British Leyland Mini is one of the great post-war success stories of the British car industry.

Mini was a revolutionary design when launched...

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