Mini medium, MINI mania

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"When Vida e Caffé approached us to advertise on coffee cup tags, we thought that it would be a new and unobtrusive way to reach a portion of our target market. We needed something different; Tagon Media instinctively understood the 'feeling' and the personality of MINI. They came back to us with the 'Wake Up' campaign. We've subsequently carried this campaign through to the web, and have enjoyed great success," says Bridgette Johnson, the brand communications manager of MINI South Africa. The campaign ran in Vida e Caffé coffee shops during June 2006.