Research & Strategy
How do you make a 50 year old proposition relevant?
Key Information


The brand owners wanted to understand what made Miffy tick in the minds of consumers and to explore how they could develop the 50 year old Miffy proposition for a whole new generation.


We deployed a mixed methodology to learn from both parents and children what was the essence of this timeless and classic brand. We set out to understand the emotional drivers of consumer connection with the brand. Exploring the levels of prompted and unprompted awareness versus a broad competitive set, we then built a series of recommendations that have enabled the brand to navigate its way to increasing popularity.


The Miffy brand continues to go from strength to strength. A new TV show and an increasing online presence demonstrate its continued and enduring success.

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