A recent server glitch that resulted in customer inboxes being overloaded with unwanted emails could have spelled disaster for MINI. But in true MINI fashion, the company used their creativity and humor to personally apologize to their customers.
The apology came in the form of a care package that included, among other things, a roll of duct tape, a chocolate rose, and some Spam (get it?). The note included in the package contained the following message:
"Last week you received some emails from us. Hundreds of emails, in some cases. While we love staying in touch, this was unintentional. A server went haywire and the technical glitch has been fixed, but we wanted to make up for any hassle we might have caused.
Nothing says 'I'm sorry' quite like flowers and chocolate, so we've combined the two and enclosed a chocolate rose," the enclosed letter read. "But if you're allergic to flowers (or chocolate), we hope this duct tape will help fix things up. Or, if you're ever feeling annoyed again, you can de-stress using this particularly squeezable can of spam."
MINI did not need to do anything, but this thoughtful apology surely went a long way to impress their customers and reinforce their brand.
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