Mimosín is not understood without your bear, and it is difficult to see such a bear without calling it pampering.However, although the softener for clothing was launched in the United Kingdom in 1969, the year in which the man stepped on the moon, it was not until 1983 when the bear became an image of the brand.Since then, they have been inseparable.

Anyone's character did not bring it to the world.The person in charge of designing the pet was Kermit Love, who worked as a designer within the Jim Henson factory, creator of the Teleñecos (The Muppets).After TVE's commission in the 80s, Kermit Love gave Spain one of the main characters of Sesame neighborhood: Espinete.

It was in those same years, then, when he was also in charge of giving life to the Osito de Mimosín, which was committed to represent the values of "softness and comfort" of the product he announced.

"Our goal was to end rough clothes and show the world that life could be much softer when one discovered how a softener could radically change his way of washing clothes," they say from Unilever, the multinational owner of the product.The bear, therefore, was key to transmitting it.

The ads, your weapon

Color television became popular in Spanish homes, and advertisers were looking for the way advertising captured all the attention of viewers.In this, Mimosín's ads became an indispensable, not only in Spain, but in other countries such as the United States (under the name of Snuggle) or Italy (with Coccolino).

If one looks at the ads of the time, it may be surprised by remembering the voice of the bear and how the spectators were addressed as one more of the family, greeting between sheets and towels: "Hello, it's me, Mimosín," he saidAt the beginning of each ad.In one of them, I congratulated the new year: "I have a gift for you, all the softness you want for a soft, soft year".

The bear, in addition, was physically present in many Spanish houses, since the brand began to give the stuffed peel collecting bottle labels.However, it is not a thing of the past.There is nothing more than going around Wallapop to verify that the supply and demand of this bear is stronger than ever.

The most modern pampering

Meanwhile, the brand continued working to adapt the softener, in its scented beginnings, to new market demands.Thus, formulas with antistatic properties, concentrated and products that allow easy ironing began to be studied.Arrived at 2000, the company renewed the entire collection of concentrated softeners with a new technology that releases its fragrance progressively.

And from there to the innovation of recent years.In 2016, they launched the Intense Mimosín market, an ultraconcentrated softener with "triple encapsulated" fragrance technology ".In 2018, Mimosín Intense pearls of fragrance arrived, which, they assure, offers ten times more fragrance for clothing.

In the new ads the bear no longer speaks, and has given way to people who count the benefits of the products.However, it is still the protagonist in the scenes;Of course, now designed by computer and with complicated movements for the primitive bear.

"Careful clothes make us feel positive and happy," they review from the brand.Be that as it may, Mimosín and his bear have been insisting on it.

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