Plumbers love us, consumers don’t know us. How do we break out of a trade focus and tell consumers that we can inspire them?
Consumers don’t buy a shower they buy an experience. They want performance and reliability. They need assurance they’re buying the best. Mira is no.1 in the market, and they care about every detail. But the technical baffles and the science confuses, so we needed to break the conventions of bathrooms and showering advertising.
We’ve given them a shower brand that has aspirational values and can inspire choice, but be human. We’ve repositioned the brand. Created a full ad campaign across press, online, DM and beyond. Sales are up, and awareness is growing. Showering perfection.