Firefox Looks to Bring Customers Back With Marketing Push

Mozilla has launched a new marketing campaign to tackle user attrition on Firefox.

The ‘Come Back to Firefox’ campaign – described by the company as one of its most ambitious campaigns yet – brings together early internet personalities, such as Bad Luck Brian, Overly Attached Girlfriend and Annoying Orange, to take people back to a more private internet. 

The campaign hinges on a simple message: The internet you loved is still here, and Firefox is the easiest way back.

According to Mozilla, ‘Come Back to Firefox’ is aimed at people who once used Firefox and have now left – with the company’s data reports revealing that Firefox has gone from 237 million users in December 2021 to 197 million users in August 2026. 

“Firefox was there then, we're here now, and what we stand for matters more than ever,” says John Solomon, Chief Marketing Officer at Mozilla. 

“People who left Firefox years ago will find a browser that's more private and gives them more control, including over AI.”

‘Come Back to Firefox’

This campaign was created by independent agency We Believers, and brought to life by the directing collective Sunny Sixteen and production company nobodys. 

Using nostalgic internet icons, the campaign takes on modern frustrations with the internet using humour – looking at privacy through the lens of Overly Attached Girlfriend, or forced AI features with Annoying Orange. 

The campaign involved a recreation of each performance, look and set from the original videos to take each internet personality back. 

“Being on set was a reminder of why those moments mattered,” says John. “Ordinary people making things on the internet that made it feel so surprising and fun, and that's the feeling we wanted to bring back.”

According to Mozilla, this campaign aims to highlight what sets Firefox apart from larger tech organisations – its commitment to giving users more control over their online experience. 

A big year for Firefox

Although Mozilla’s latest campaign is rooted in nostalgia, it follows a particularly transformative year for Firefox. 

This includes the launch of a dedicated Enterprise browser, which gives organisations more control and expert support over their data. 

“With Firefox Enterprise, businesses now have more choice and control over where their information lives, how it’s secured and how private it remains,” says John.

“Firefox Enterprise also takes us into B2B, where sales cycles are longer and buying decisions are made by committee.

“For a marketing team, that’s a whole new muscle. This team learned an entirely new way to go to market and collaborated with the right people along the way to make it happen.”

The company has also launched a series of technical partnerships with companies such as NVIDIA and Mistral to extend what Firefox can do, and launched its first ever sports partnership with Wrexham FC. 

Who are Mozilla’s key partners?

• NVIDIA: The partnership between Mozilla and NVIDIA spans several key technical collaborations and gaming interactions, with NVIDIA adding official support for Mozilla Firefox on Windows for GeForce NOW in August 2026. 
• Mistral: An integration bringing open AI models into the Firefox Smart Window beta assistant for users in France and North America, prioritising multilingual support and privacy.
• Amazon Web Services (AWS): AWS and Mozilla have collaborated on several open-source, cloud and spatial computing initiatives.
• Fastly: The partnership between Mozilla and Fastly focuses on advancing web privacy, open-source infrastructure and secure network technologies for the Firefox browser.