automotive

Mini USA Partners With Polar Bears International

Mini USA is partnering with Polar Bears International on creative featuring the all-electric Mini Cooper SE.

The campaign and partnership highlight the brand’s focus on sustainability and the automaker’s stated goal of offering an all-electric line-up of vehicles around 2030.

In celebration of Arctic Sea Ice Day on July 15, both Mini USA and Polar Bears International will highlight creative that features a polar bear riding in the passenger seat of a 2023 MINI Electric Cooper SE. Mini USA AOR Pereira O’Dell led the development of the creative.

Mini creative was initially a fun nod to its mascot, Spike the Bulldog, who was featured in early TV commercials and is still used today. But the brand decided to take it a step further by finding a relevant partnership to provide more meaning and impact around the issue of sustainability. 

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The goal is to inspire consumers with a message about how everyone can protect the planet, says Rah Mahtani, brand communications manager for Mini USA. 

The polar bear is an icon of climate change, he adds.

In support of Polar Bears International, the campaign brings attention to an eco-adoption page where American audiences can make a donation in support of the polar bear conservation nonprofit, as well as consider the eco-adoption of a polar bear. 

More activations and touch points from both brands will continue to drive awareness for the 2023 Mini Electric model and Polar Bears International efforts throughout the year. 

The BMW-owned brand will ask its fanbase to help "name the polar bear" on Mini social media platforms starting July 20.

Scientists predict that if greenhouse gas emissions continue at the current rate, most polar bears could disappear by 2100 due to lack of sea ice. State-of-the art climate models indicate that an ice-free Arctic in summer will likely occur by the middle of the century if greenhouse gas emissions aren’t regulated. Anyone can make a difference and encourage their community to slow climate change, per Polar Bears International. 

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