Diego Spino, Marketing Manager for Dorel Juvenile in Brazil, gives insight into the Maxi-Cosi rebranding and two product launches in the Brazilian market.
The leading brand Maxi-Cosi has further strengthened its position as a frontrunner in the global juvenile industry with its success in the Brazilian market. Brazilian consumers widely recognize the brand from the US and European markets with which they have strong linkages—two markets where Maxi-Cosi has a long-established presence and legacy. “In Brazil, Maxi-Cosi is considered to be a premium brand and consumers have a really positive perception of it,” notes Diego Spino, Marketing Manager for Dorel Juvenile in Brazil. The Maxi-Cosi products launching in Brazil, and worldwide, are closer to today’s parents, their lifestyles, their concerns, and their real needs.”
Connecting with Brazilian consumers and making their lives easier
Maxi-Cosi is the market leader when it comes to developing exceptional products that are innovative, comfortable and easy-to-use all at the same time. Products like the Elea stroller and the AxissFix Plus car seat bring to life Maxi-Cosi’s rejuvenated brand values and mission of enabling overburdened parents to move easily and happily into the future together with their children.
Proud to introduce the Elea and AxissFix Plus to Brazil
The Elea has launched only in the Brazilian market, because Brazilian consumers love the model. According to Diego, “it is a well-designed stroller that embodies Maxi-Cosi’s ideals. It’s intuitive, beautiful and simple—the seat is protective and very comfortable for the child, and the stroller folds easily.” The AxissFix Plus car seat, which will launch worldwide, is also very clever. Diego explains: “It can transform to become front or rear facing, it reclines, and the headrest can be adjusted, making it easier for parents to adapt the car seat to their own child’s needs as the babies grow.”
“Nobody has the same connection with my children that my wife and I do,” remarks Diego. “No brands, products, or doctors. So when a brand like Maxi-Cosi tells me ‘We Carry the Future’ (the new tagline), I make an instant connection with my children, because my future are my children and that makes me, as a parent, able to relate to the brand.”