Corporate / Product

Kia’s new pet highlights appeal of ‘Small but Mighty’ new Picanto May 3rd, 2011

An innovative new marketing campaign that highlights the complete transformation that Kia’s Picanto has undergone and the multitude of ‘grown-up’ features it now offers, went live.

Promoting the theme “small but mighty”, the new campaign coincides with Picanto models arriving at European dealer showrooms, and is targeted at a new group of consumers – progressive, modern, mainstream car buyers. This shift reflects the change in appeal of the second-generation Picanto, moving from a focused pragmatic and rational choice to a more emotional, lifestyle-oriented purchase.

Co-starring with Picanto in the new campaign is ‘Henry’ – a ‘small but mighty’ cat. Henry’s fun and inquisitive nature, remarkable agility and surprisingly big personality are used to reflect the new Picanto’s attributes in a full 360-degree campaign, which includes TV commercials, digital communications and print media.

“Our ‘New Picanto. Small but Mighty’ campaign challenges the traditional view that a small car can’t be big on personality and design,” comments Benny Oeyen, Vice President Marketing and Product Planning, Kia Motors Europe. “This impactful, amusing and unusual multimedia campaign repositions the new Picanto as appealing to a very different target audience.”

“Kia is a challenger brand with a great sense of creativity and style. This new campaign builds on that, and will continue to increase our visibility in the blogosphere and on social networks, enabling us to build even stronger connections with our target consumers.”

The ‘Small but Mighty’ TV commercial showcases new Picanto’s striking style, inside and out, its premium equipment and remarkable 7-Year Kia Warranty. The spot shows Henry mastering various challenges and going through various adventures while hunting for the new Picanto.

The Online campaign then shows the Picanto from Henry the cat’s point of view. His playful antics take viewers on a 360-degree guided tour of Kia’s new small car. A scattering of Polaroid photos (close-ups of Henry’s best features) use metaphors of the cat to highlight the car’s many great qualities. When Henry jumps inside the car, he finds an iPad and users can take control of his paw to explore a gallery of Picanto photos and videos. There’s also a special behind-the-scenes “Making the TV commercial” video filmed from the cat’s perspective in a funny and entertaining way.

‘Small but Mighty’ is the latest embodiment of a revolution in Kia marketing that echoes the transformation of its product line-up. Earlier this year, Kia created a humorous online pre-marketing campaign, an innovative blog “PicantoLeaks” ( in which a supposedly anonymous informer “revealed” incredible secrets about the new Kia Picanto.

Throughout the campaign, across 11 European countries, questions such as “Why does the red paint of the new Picanto glow so mysteriously?”, “Who is behind the distinctive ‘face’ of Kia’s small car?” and “What happened when Kia went searching for an unusual shade of black?” were answered in the most unlikely and amusing ways.

To see the ‘New Picanto. Small but mighty’ campaign, visitors can go to

Kia worked closely with the Anti Animal Cruelty League (AACL) in the making of the campaign to ensure its feline co-star enjoyed every aspect of his time in front of, and behind, the camera.

  • KiaFan

    Why is the colour Honey Bee missing? Is it the case only in Europe? There are TWO white and TWO silver but there are only THREE colourful options (red, green, blue) out of NINE! I just think Picanto is also famous for its brilliant colours. It is a pity that Picanto is now dominated by plenty of dull colours!!

  • Kia Picanto=Cat

  • Bill

    I live in Guatemala and recently test drove a Picanto. I loved it.  I’ll be here another year or two, but after that, I like to ship my Kia to the U.S.  Does the Picanto meet U.S. emissions requirements? 

  • guest-lisa


  • KiaFan

    There were TEN colours (FOUR colourful options) when the All-New Morning was released on 24 Jan 2011 in Korea. Although the Kia International Homepage still shows the full options, recently I’m shocked to discover that the number of colours has been reduced to EIGHT on the Korean homepage! HONEY BEE and LEMON GRASS have been removed!! There are now only TWO colourful options (red and blue) out of EIGHT!! How come these brilliant colours are eliminated before the New Picanto is launched globally?! Ridiculously, these two colourful options have been used in many promotions of the New Picanto! I’m sure the images of the New Picanto in HONEY BEE or LEMON GRASS have impressed many potential buyers including me a lot!! I can’t help feeling extremely disappointed and frustrated about that!! Can anyone come out to say something about that?!

  • @e6cf851ec6f45cd19756c7e81ac12e11:disqus Hello kia Fan.
    I’m Colin Jang from Kia Motors Seoul. I just let my reply regarding this issue to this page:

    For your convenience I will leave the same message here: I talked to Korean Domestic Product Manager in Korea and two colors, Honey Bee and Lemon Grass, were dropped from the color option for Korean domestic market temporarily due to the earthquake in Japan. But two colors will be back to the color option in months.

    And I appreicate your strong interest in all-new Picanto and Kia as a Kia employee and apologize for the late reply.


  • Colin, can you find some information about the emissions of All-New Picanto please? Here in Hong Kong, to be eligible for the title of “Environment-friendly Petrol Private Cars”, All-New Picanto needs to fulfil both the emission and fuel efficiency requirements. For the emission requirements, both hydrocarbons (HCs) and nitrogen oxides (NOx) emissions cannot exceed 50% of the limits in the Euro IV emission standards, i.e. 0.05g/km for HCs and 0.04g/km for NOx. For the fuel efficiency requirements, the mileage must be at least 22.1km/L for vehicle weight between 828kg and 1016kg.
    I’ve already found the fuel efficiency as well as the CO2 emissions of All-New Picanto but I can’t find the HCs and NOx emissions. Can you help me to find the information please? Thanks a lot!

  • Can anyone really help find out the emissions of All-New Picanto please?! Here in HK, as the Tax reduction rate for “Environment-Friendly Petrol Private Cars” has been raised to 45%, the demand for eco-cars with low emissions and high fuel efficiency has never been so enormous! The fuel efficiency and CO2 emissions of All-New Picanto have been found but both the hydrocarbons (HCs) and nitrogen oxides (NOx) emissions are still pending. Colin or anybody, kindly please lend a helping hand to find out the respective figures of All-New Picanto! Tons of thanks!!

  • Hi KiaFan, the regulations for the all-new Picanto’s HCs and NOx emissions vary depending on different test conditions. Please contact your local dealer for the most accurate information.

  • Anyway, thanks for your advice!
    In the following UK websites, I’ve recently found some figures about the HCs & NOx emissions but they only appear in the 3-dr versions. Are they the same in the 5-dr counterparts?! What was the test condition of those figures done in the UK then?
    Besides, what was the test condition of the fuel consumption as shown in the UK? Was it done under the Euro Test Cycle??
    Million tons of thanks!!