SECTOR
Technology
SERVICES
Segmentation
Brand Positioning
Concept development
OFFICE
London
Markets
UK, Germany, USA
THE CHALLENGE
Firefox’s revenue was in decline, squeezed between Google and Edge and outflanked by privacy-first challengers like DuckDuckGo. Thirty years of product-first thinking meant consumer insight had little voice in the business.
THE APPROACH & INSIGHT
Mental Health is an important topic, but a really hard one to talk about.There’s no one set of lexicon to learn, it’s easy to say the wrong thing, and it’s a deeply personal topic that is highly likely to have impacted us all in one way or another.It’s also one Nike knew they had to participate in, even if there was no immediately obvious product solution. Nike wanted to be able to show up for people regardless of the commercial imperative because it’s something that affects us all.
The work reframed brand and innovation thinking around flexibility, personalisation and relevance, while building deep internal empathy and a clearer path to future growth. Want to unlock the next generation of growth? Let’s build it from real human understanding.
We were incredibly impressed by the thoughtful approach The Mix took throughout the project. The team were so empathetic on a challenging topic, making us as the internal team and the people we met feel completely at ease. This carried through from the kick-off, recruitment, in-person discussions and the final delivery.
ROBIN KARAKASH, MOZILLA, EUROPEAN MARKETING DIRECTOR
