Chicco: Time Square

In late 2010, McCann NY won responsibilities for the U.S. relaunch of Chicco, a 50 year old Italian company specializing in making babies happy around the world. Here in the U.S. they are little known. When asked, most people have no idea where Chicco is from – Mexico? China? Nor do most people know how to pronounce the name.Focus: teaching the correct pronunciation of the brand (Kee-Ko), establishing the provenance and the products, which in the U.S. are car seats, strollers, toys.