Home Features MINI Ireland announces New Brand Strategy focused on sustainability, social diversity, innovation

MINI Ireland announces New Brand Strategy focused on sustainability, social diversity, innovation

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MINI Ireland have today launched a new strategy called BIG LOVE, a powerful vision and mission to do better, create a brighter future for all and the planet too. Anchored in a commitment to sustainability, social diversity and innovation, Big Love aims to provide a clear guiding principle for all activities for the MINI brand in Ireland. Today, this has come to life with the launch of a mural located in Dublin’s city centre created by artist @Klo_Wi a young Dublin based illustrator and muralist.

As a leading international company, community and social responsibility are a top priority at MINI. For this reason, MINI has partnered with LauraLynn, Ireland’s only Children’s Hospice providing free palliative and hospice care for children and is assisting by raising vital funds for the charity over the past two years, the mural aims to raise funds by linking it to a QR code.

This installation represents the launch of MINI Big Love in Ireland and symbolises the values surrounding the Big Love strategy. The style of the mural is bold, graphic and funky with the use of elemental characters and vibrant palettes is aligned with the visual iterations of ‘Big Love’. There is a QR code on the mural so passers-by can easily scan and donate to Laura Lynn. This mural is just one of MINI’s Big Love projects.

Dogs Trust Partnership

Earlier this year MINI partnered with Dogs Trust, Ireland’s largest dog welfare charity, on a mission to help dogs travel happier and safer across the nation by becoming the first officially dog-friendly Irish car retailer by 2023. MINI retailers across Ireland have accepted the challenge of becoming “truly dog friendly” by completing a Dogs Trust approved training course.

Julie Bothwell, Head of Sales and marketing MINI Ireland said: “MINI has always been the answer to the challenges we face with individual mobility. The willingness to rethink the status quo defines the brand to the present day, and we are motivated to do the best for our community and make a difference.”

Mark Donnelly and HUH Clothing

MINI Ireland has also been supporting Mark Donnelly, Founder of How’s Ur Head Clothing (HUH) Clothing, a social enterprise that provides quality Irish produced clothing, whilst also raising money and awareness for mental health charities. Over the past few months, MINI collaborated with HUH to provide Random Acts of Kindness with gift boxes packed with free HUH clothing and MINI merchandise in random locations to delighted and surprise those who found them. The aim of this was “to make a stranger’s day”. Mark has also taken to the road in the distinguished HUH x MINI Cooper S to interview a few familiar faces for MINI Mental Health Moments Vlog series. 

MINI in Ireland

Today MINI has a large range of vehicles suited for motorists of Ireland from the classic 3-door and 5-door MINI Cooper, along with pure battery MINI Electric. The MINI Clubman and MINI Countryman meanwhile provide more space and convenience for those that might have families or pets. And starting as early as 2023, MINI is presenting a new generation of all-electric models. Two of the models developed from the ground up for pure electric mobility, an exciting time for the brand.

About Big Love

#BIGLove is MINI’s way of showing how two small words can inspire positive action. Ever since the brand was born in 1959, MINI has been all about doing more with less and finding the most creative ways to use space. This involves MINI facing up to the current challenges in the areas of mobility, energy economy and climate protection with independent solutions for the driving of tomorrow. MINI is pursuing the strategic sustainability goals of the BMW Group by consistently reducing CO2 emissions over the entire value chain. Innovative materials and enhanced use of secondary raw materials also contribute to greater sustainability.