Mini sales are up 33%. Because they’re cool.

23 07 2008

Butler, Shine, Stern & Partners has a campaign for BMW’s Mini: “Drive Like There Is a Tomorrow.” Smart, because in a couple of years people will care. Yes, the Mini can get 35+mpg. But, it’s also had a long-standing relationship with “cool”, which (thanks to CPB) was first to crack the market (with “Motoring”). Advertising impacts buyers over long periods of time, and yesterdays message may pave a path for tomorrow’s message.

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