Dorel Juvenile Aims For Millennial Parents Through Inclusivity

The creative for the new Dorel “Designed For Parenthood” campaign, developed with Barker, suggests its collection of car seats, strollers and the like are supporting parents and children regardless of unexpected and sometimes bumpy adventures. 

The tagline, "We Carry the Future," is designed to underscore Maxi-Cosi's reliability message to a diverse range of millennial parents. 

"In recent years we've seen a shift among millennials in what it actually means to be a parent," says Paul Powers, CEO and president, 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 campaign consists of a digital brand video, print, and other digital assets. Social media support includes a partnership with parent blogger Jamie Grayson.



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