Maxi-Cosi prides itself on constantly innovating to make parenthood easier. But when they were ready to launch their the Coral, a true innovation in 35 years, they realized they fucked up—just a little bit. So they had no choice but to issue an apology, to parents everywhere; we’re sorry.
The Coral XP: We’re Sorry
Maxi-Cosi: Designed for Parenthood
Just where did this apology to parents come from? It started with the brand film and positioning: designed for parenthood. Every other brand talks about how its products are perfectly designed for baby (no surprise there). Yet Maxi-Cosi was taking a stand for all parents — not only to acknowledge the journey they’re on can be a little rough, but their products actually help make it a little smoother.
