Miele – Triflex

Miele had an ambitious goal of launching their new handstick vacuum and capturing +10% share of the market, within one year. Problem was when it came to handsticks, people thought of Dyson not Miele.Show that Miele’s powerful suction is now available in a flexible handstick.

By month two, Miele’s share of vacuum search had grown to 16.5%, with Dyson’s share falling from 85% to 79.1%. Best of all, it was achieved with just 8% share of voice.


Share of search post launch


Dyson share of search post launch


Share of voice in vacuum category