A global brand repositioning: Driving the next phase of growth for Europe’s biggest child mobility brand.
THE BRIEF: Maxi-Cosi, Europe’s leading car seat brand, was starting to lose share. They needed a full scale global brand repositioning that would help drive their next phase of growth and compete in new markets.
THE CHALLENGE & OPPORTUNITY: After 30 years of pioneering the industry by focusing on product and not investing in the brand Maxi-Cosi lacked a story to help differentiate. They needed a new way to connect with parents to achieve their vision of becoming the most loved and trusted child mobility brand in the world.
THE INSIGHT: As the inventor of the infant car seat, the generic for the category in Europe, and a company with a track-record of infant safety innovation, Maxi-Cosi had a unique opportunity to own beginnings that nobody else could. They have always been about helping families see a new phase of life as a family of three as full of opportunities, not challenges, and they share a universal insight in common with all new parents that they would do anything to give their child the right start in life so they have a wonderful future.
These points became the basis of the new brand story, visual identity and tag line, We Carry the Future.
The new brand positioning was brought to life in a manifesto film: