☕ Baby steps
Why a diaper brand is investing in sports marketing.
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Morning Brew promotes an upcoming event where Marketing Brew will cover how shared GTM context helps marketers get real answers. The newsletter also features a story about Coterie, a baby-care brand, and its PSA-style campaign about parental mental labor starring Max Homa. Coterie's campaign aims to raise awareness and grow its reach among dads.
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593 words · about 2 min to read
November 10, 2026
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Sponsor Logo: The Ibotta Performance Network
It’s Tuesday. Which campaign actually closed that deal? If the answer is “last touch, probably,” you’re not alone. On Nov. 17, Marketing Brew covers how shared GTM context gets marketers real answers while there’s still time to act on them. Register now.
In today’s edition:
In the (diaper) bag 🍼
Weighing the options 🤖
—Alyssa Meyers, Jasmine Sheena
BRAND STRATEGY
Little birdie
Max Homa in front of a sandcastle with a golf club in an ad for diaper brand Coterie.
The golf industry may be ready for a change. A diaper change, that is.
Coterie, a baby-care brand that sells products including diapers and wipes, is breaking into the sport with a PSA-style campaign about parental mental labor starring six-time PGA Tour winner Max Homa.
The centerpiece of the campaign is a print ad on the back cover of Golf Digest, which declares that “You never see diaper ads in golf magazines.” The text-only ad goes on to highlight the importance of changing the “status quo” of moms being treated as the default parent. The final line: “This is for the dads who can help us change things—diapers included.”
The campaign comes at a tumultuous time for the golf industry, which has for years been trending toward inclusivity and pushing to attract a younger crowd, but has also faced setbacks. Earlier this year, golf retailer and media company Good Good Golf released a controversial ad showing its male co-founder shoving a female creator to the ground; the spot prompted a wave of dialogue about how far the sport still has to go.
Coterie’s ad, while not a direct response to the Good Good scandal, is “more relevant than ever” as a result of the timing, Brittany Deems, Coterie’s VP of brand marketing, told us. It’s meant to raise awareness of the fact that mothers still do the majority of cognitive household labor—while simultaneously growing the brand’s reach among dads of young children.
“We didn’t think of this as a reaction in any way, but we thought of it as a way to justify the importance of talking to men, and in a way that really supports women,” Deems told Marketing Brew. “It was really [about] doing our part in how we can shift that narrative.”
For more on how Coterie’s sports marketing strategy is designed around shifting that narrative, continue reading here.—AM
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Sponsored By The Ibotta Performance Network
A cultured campaign comes to fruition
Sponsor: The Ibotta Performance Network
Probiotics aren’t the only pros in the yogurt business.
Danone used Ibotta's LiveLift™ to optimize promotions while the campaign was still live, instead of waiting until it ended to judge results. That way, they could identify where promotional investment worked most efficiently and adjust their approach before the flight ended.
The results speak for themselves:
In the five-week pilot, the campaign moved 1.5m+ incremental units and returned more than $3 in incremental return for every $1 in promotional investment.
Mid-flight adjustments to offer values on Oikos and Activia made cost per incremental dollar (CPID) 30%+ more efficient over the following 10 days.
Circana’s third-party measurement showed Oikos’ sales lift beat the yogurt category benchmark by 1.4x, and Light + Fit’s featured 4-pack beat its benchmark by 4.8x.
Learn how in-flight optimization can drive profitable growth for your brand.
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