Mira showers are the home of showering perfection. Established in 1921, Mira has been leading the way in UK showering for decades.
The shower market has historically been primarily influenced by installers, and consumer knowledge, engagement and interest has been low. The brief was specifically to cultivate interest and appeal amongst consumers to allow Mira to further drive and dominate the category without diminishing the brand's leadership with installers.
For consumers, the word 'shower' is associated with the experience rather than the product so the task was to persuade them to re-evaluate and engage with the category and to put Mira Showering Perfection right at the heart of that experience. So we built a brand platform to establish Mira as the innovative shower brand that is genuinely better by design and to demonstrate it via a whole new brand look and tone of voice. Trade, retail and consumer communications all played a part in sending out this message.
The new strategy has been pivotal to further reinforcing Mira's dominance and category leadership in all channels and the Millward Brown 'Top Shower Brand' status is testament to the effectiveness of the strategy amongst consumers