Mini Most remembered the Mini as a quirky, fuel-efficient, compact car. Taxi's challenge was to launch the Mini in the highly competitive small-car category, positioning it for long-term sales and avoiding the death trap of a "cute, trendy" vehicle. Messaging blended attributes from both the old and the new Mini that were most appealing to males. Small but potent, the Mini was seen as gutsy with a lot of attitude and packing a surprising performance punch. The soundtrack vocals, "My money is on the little guy," captured the soul of Mini. Canada was recognized internationally as the most successful launch of the Mini by BMW headquarters.
Anthem
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