2023 MINI Electric Cooper SE: Polar Bear

Following the celebration of International Polar Bear Week, (October 30-November 5), MINI USA announces the launch of a new Nanuq white paint finish on the 2023 MINI Electric Cooper SE. The new paint color, named Nanuq White was inspired by the name of the loveable polar bear character created by the brand’s creative agency Pereira O’Dell along with enthusiastic feedback from the MINI owner community. The campaign for the 2023 MINI Cooper SE Electric first launched in April 2022 on Earth Day, features a partnership with MINI USA and Polar Bears International to encourage eco-adoptions from the MINI community - and the polar bear love grew from there. In response to the campaign, MINI USA received an outpouring from the MINI community with questions asking where they could get hold of a polar bear bobble head featured in the campaign. The overwhelming engagement of the MINI community with the polar bear character led to the idea to let the community give it a name. Nanuq - Inuit for “polar bear” – was the chosen name, which led to the new MINI Cooper SE paint color with the same name to be revealed following International Polar Bear Week by MINI USA. A full case study video was created to highlight the creative journey from initial campaign to fan engagement that led to the name of both the polar bear mascot and the new paint color.