BMW puts $40 mil effort behind its revamped Mini ; Nostalgic boomers, trend-conscious drivers are targets.(Jung von Matt designs campaign)(Brief Article)

Advertising Age, October, 2000 by Britt, Bill

BMW is backing next year's international relaunch of the Mini, a brand icon of England's swinging '60s, with an estimated $40 million campaign that urges consumers to "Feel me."

And though the car is still small enough to "feel" it up close, the Mini is larger and more luxurious in its reincarnation, as BMW targets nostalgic baby boomers and younger, trend-conscious drivers. The Mini is the latest international car marque to rev up the retro look. That road already has been paved by Volkswagen's new Beetle and DaimlerChrysler's sell-out PT Cruiser.

Handling the new Mini's campaign is hot creative German agency Jung von Matt. Wolfgang Armbrecht, director of communication and marketing services for the BMW Group, announced the appointment of the Hamburg...

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