FOXBORO, Mass., Oct. 3, 2019 /PRNewswire/ -- Dorel Juvenile,
a segment of Dorel Industries (TSX: DII.B, DII.A), the world's
largest manufacturer of juvenile products, today unveiled a new
Maxi-Cosi campaign, Designed For Parenthood, which reflects an
updated direction for the brand with new lifestyle imagery and a
tonal shift that all parents will relate to. Tapping into the
mindset of millennial parents, the campaign embraces the joyful,
unexpected, and sometimes bumpy adventures that parents face each
day, and shows that Maxi-Cosi products are designed to fit into
their lives seamlessly.
"For over 35 years, Maxi-Cosi has designed car seats, strollers
and travel systems equipped for parenthood, and in recent years
we've seen a shift among millennials in what it actually means to
be a parent," said Paul Powers, CEO
and President of Dorel Juvenile USA. "It's no longer a one-size fits all
approach. Families have evolved, and our brand and products are
evolving along with them. This new brand campaign speaks directly
to today's parents and the real-life moments that mean so much to
them."
The new campaign unites and celebrates all types of families,
showcasing moments that parents can relate to and empathize with,
while recognizing parents as their own individual selves. At
the core of it all, Maxi-Cosi wants parents to rest assured that,
as parents themselves, they get it, and are here to provide
products that make life for families easier.
To coincide with the launch, Maxi-Cosi introduced two new
product offerings that let mom or dad worry less about how they'll
get there and focus on where they are going:
- Pria Max 3-in-1 Convertible Car Seat ($329.99): The only car seat parents need,
the Pria Max 3-in-1 spans 4-100 lbs. and easily converts to new
seat stages - because trust us, growth spurts really do happen
overnight. GCell® side impact protection is built into the head
rest to absorb crash energy and protect your child's head where
it's needed most. Premium fabrics, that are both washer and
dryer-safe, keep kids comfortable and hold up wash (after spill)
after wash.
- Zelia Max 5-in-1 Modular Travel System ($499.99): With the Zelia Max, make their
first ride, first class. Five modes of travel allow you to choose
the view from birth to toddlerhood: starting with the Mico Max 30
infant car seat, then graduating to carriage mode and finally
converting to a stroller seat as baby grows. Letting parents choose
whether baby faces them or sees the world. The Zelia Max offers max
comfort for baby with ultra-soft materials in the stroller seat and
max comfort for parents with vegan leather trim on the
handlebars.
The new brand campaign will roll out across a variety of
platforms including the Maxi-Cosi website, which was recently
upgraded to feature a direct-to-consumer shopping experience.
Maxi-Cosi's social channels will also see a refresh, coupled with
robust influencer marketing and email marketing campaigns that
feature the new positioning. Maxi-Cosi is also introducing new
resources for parents including a dedicated lifestyle magazine,
Stylish Milk, and a blog, Parent Your Way, focused on product
resources and parenting stories.
To learn more about Maxi-Cosi and its products, visit
MaxiCosi.com. Parents can follow along for more information
and inspiration on social media at @MaxiCosiUSA.
About Dorel Juvenile
Dorel Juvenile, a segment of
Dorel Industries, Inc. (TSX:DII.B, DII.A) is a world class juvenile
products company. Dorel Juvenile's powerfully branded products
include global juvenile brands Maxi-Cosi, Quinny and Tiny Love, complemented by regional
brands such as Safety 1st, Cosco, Bébé Confort and
Infanti. Dorel Industries Inc. has annual sales of US$2.6 billion and employs approximately 9,200
people in facilities located in twenty-five countries
worldwide.
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SOURCE Dorel Juvenile