Home creates brand positioning for Mira Showers

Mira Showers has appointed creative agency Home to head up its consumer ad campaign to create a clear positioning for the brand in the consumer market.

The campaign is part of a strategy to build on the shower brand's success in the trade by focusing attention on driving consumer preference for the brand.

Reflecting the core essence of Mira, the positioning 'Showering Perfection' is brought to life by My Mira - a campaign where people describe how their Mira shower creates their perfect showering experience.

Home worked with photographer Alex Telfer to create a series of images that forms the focal point of the campaign.

Rich Marson, director at Home, said: 'The brief was to create a clear positioning for the brand that is true to the business but also resonated with its many audiences.

'The campaign needed to appeal to consumers, portraying the stylish and innovative products across the Mira range, while reflecting the values of the brand.

'Mira's aim is to deliver the perfect showering experience, and so we came up with the ideal of "Showering Perfection",' he added.

'The campaign needed to convey warmth but with a tone of voice and personality that makes us stand out in this competitive market,' said Roger Crabb, marketing manager at Mira The campaign broke on 1 June 2010 and will run across print, online and direct mail.

It forms part of ongoing investment in a bid to achieve a larger consumer market share.

Home is also developing a range of supporting marketing communications material, including brochures, brand guidelines, trade advertising and point of sale.

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