We have worked with a lot of companies on their packaging but nothing quite to this scale!
As a massive PR stunt the makers of Mini, BMW have come up with a great packaging design for one of their cars, yes that’s right their Mini has a box!!
They designed a box big enough to fit a full scale Mini Cooper as if it had been picked up off the shelf of a local supermarket and the box discarded.
The boxes obviously became a talking point for those who happened to notice them , and lets be honest they weren’t that difficult to spot.
The stunt is in keeping with their “fun” mini brand. Its all part of the “It’s a Mini adventure” slogan.
What a brilliant way to attract attention. And it is only a large cardboard box so I bet it didnt cost much to make. I think it works really well with the fun nature of the Mini advertising. I wish all cars came in a cardboard box and you just picked it off the shelf of a supermarket. Whoever came up with this great marketing plan needs a medal. I love quirky and unusual marketing ideas.
I agree. It’s brilliant. It emphasises the neat, compact image of the Mini (I use the word ‘image’ as the car isn’t nearly as small as its predecessor) and, as mentioned earlier, fits right in with the ‘fun’ element of its marketing.