The Pino pamphlet--designed to read like a comic
book--shows a group of fashionable youths eating cupcakes and showing off manicured nails that match the Pino's star upholstery pattern. Nissan's strategy is to target a narrowly defined audience. The
Pino, named after the character Pinocchio, is aimed at 20-year-old women who love all things cute. Nissan also sells the sportier Moco minicar, for professional women in their late 20s, and the more
spacious Otti model targeting mothers in their early 30s.
The campaign is part of Nissan's big push into Japan's red-hot minicar market. Nissan has no plans to take its minicars to the U.S., however. Even the most minute new models in the U.S. have much larger engines than Japanese minicars.