MINI Cooper – Zug. The Other MINI.

Category: Automotive
Brand/Client: MINI Cooper
Primary Agency: Butler Shine Stern & Partners


For seven years, the MINI brand had fueled industry-leading growth with one model—the MINI Cooper—in two styles, hardtop and convertible. Launching the Clubman in 2008 provided the unique opportunity to reinvigorate the MINI brand among trendsetters and early adopters.

Because of its great success, the MINI Cooper, while iconic and endearing, was becoming far more familiar and less edgy. Maybe too familiar. This was especially true in cities like Los Angeles, San Francisco and New York, where it's normal to see 20 or more a day. Given this increased visibility, the Clubman needed to be disruptive.