The last thing you expect from a company is a very, very public apology—and usually after they’ve fucked up. Maxi-Cosi, a brand that prides itself on constantly innovating and driving the industry to create products that make parenthood easier, launched a new product that can actually change the industry. 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.
