library of motoring

MINI USA heavily advertised the MINI Clubman when it launched in March 2008.  The advertising campaign by Butler, Shine, Stern & Partners introduced the terms “ZIG” (MINI Hardtop), “ZAG” (MINI Convertible), and “ZUG” (MINI Clubman).

The first two print ads simply featured those words above the corresponding model.  Attached to the ad under “ZUG” is [...]

MINI USA’s partner advertising agency, Butler, Shine, Stern & Partners, created the award-winning “ZIG. ZAG. ZUG.” ad campaign for the launch of MINI’s third model, the MINI Clubman.  The term ZIG was applied to the hardtop MINI, ZAG to the MINI Convertible, and ZUG to the MINI Clubman.  In the advertising brochure The Book [...]