Client: MINI Cooper

Project Type: Consumer Insights Session

Assignment: MINI launched its brand as a challenge to American car culture. Eight years later, while it still represented the values of being gutsy, provocative, unconventional, edgy and visionary, the context of the culture had changed. MINI wanted to conduct unconventional research with creatively inspiring consumers to reinvigorate and modernize the brand values that are part of its DNA and arm the brand team with material that was rich with creative potential.

Approach: Juice helped brand planners design and execute a one-day consumer insights workshop using improv gaming as the primary tool to bring new language, color and context to relevant concepts around the MINI brand. Cultural creatives, folks with uniquely inspiring careers and trailblazing personalities were invited to play with key words that underlie the MINI brand.