At Advertising Age, much thought is put into just how to market the Mini Cooper convertible. Traditionally, small convertibles like the Volkswagon Beetle have been most popular among women, and the fear among Mini is that the possible feminine association will damage sales among men. Using traditional advertising venues like radio for the first time, the radio ads are specifically designed for men, and the tagline “always open” encourages the spirit of freedom associated with sports convertibles and motorcycles. This is, along with their frequent and attentive customer service, a system of integrated marketing communication. The combination of radio ads, a rugged outdoor tagline and frequent communication make the Mini’s marketing strategy a comprehensive one designed for both sexes.