In the competitive market, MAXI-COSI faced the challenge of effectively communicating the comfort and unique selling proposition of their Wheely stroller. While the brand's competitors primarily focus on pragmatic or sophisticated angles to communicate with their audience, MAXI-COSI sought a way to highlight its leading role through the aspect of comfort, which would resonate best with its target audience.
Labbrand collaborated with MAXI-COSI to create the campaign “THE NEXT BEST PLACE, AFTER YOUR ARMS”. With in-depth market research, Labbrand developed a communication strategy, storyline, and campaign idea based on MAXI-COSI's core brand attributes and positioning. The campaign was created to communicate that the comfort of the stroller is of paramount importance to the baby’s future development. The "Wheely" was positioned as the most comfortable stroller on the market, setting a new standard of comfort — the next best place after the parents’ arms. In the campaign we aimed to emphasize that the stroller act as a partner to the parent—not a replacement.
Labbrand's approach took a different angle compared to MAXI-COSI’s major competitors, emphasizing that the Wheely stroller is as comfortable as a parent's arms. This unique positioning aligned with MAXI-COSI's brand heritage and purpose, differentiating them from competitors who presented strollers as replacements for parents.
The campaign successfully conveyed the comfort and support offered by MAXI-COSI's Wheely stroller, allowing the brand to stand out in the market through its emphasis on emotional connection and parental warmth. The collaboration between Labbrand and MAXI-COSI yielded a triumphant multi-channel advertising campaign that not only effectively communicated the brand's message but also contributed to its growth and strengthened its market presence.