MINI - The Little Sh** Disturber That Could

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): 2002 – 2008
Start of Advertising/Communication Effort: February 2002
Base Period for Comparison: Historical Trends

“What counts is not necessarily the size of the dog in the fight – it's the size of the fight in the dog.”

- Dwight D. Eisenhower

a) Synopsis of the Case

The MINI may be a small car, but it has proven itself to be up for big challenges. Six years after its launch, it has one of the most distinct and potent brand images in the Canadian automotive market. Living up to the legacy of the original Mini, which was voted one of the top two automobiles of the 20th century, is a daunting task, but this new version has continued to prove that bigger is not necessarily better. The new MINI has created a bold and cheeky presence.

b) Summary of Business Results