Diaper Drama
This Week:
Costco Made Moms Mad
A Brand Response We Loved
The One Thing
Before We Go…
1. Costco’s Response to Customer Backlash
Costco’s Kirkland Signature diapers are a staple in many households. They’re affordable, high-quality, and often the reason families justify the membership fee. They’ve built a bit of a cult following in the mom community.
But in January 2025, Costco announced they’d be switching diaper manufacturers—from Kimberly-Clark Corporation (maker of Huggies) to First Quality, the maker of Cuties diapers
Moms panicked. Social media flooded with reviews criticizing the new diapers for being noticeably thinner. So how did Costco respond?
2. Short Takes: A Boat and a Brand Collab
If you’ve spent any length of time on the internet in the past few weeks, it’s likely you heard about the mega-viral video series about the 29-year-old man who quit his job, liquidated his 401k, bought a sailboat, and planned to sail from Oregon to Hawaii with his rescue cat and minimal experience with actually sailing.
One savvy marketer from E.L.F., the cosmetics company, saw a brilliant opportunity to make a splash (pun totally intended).
3. The One Thing
Each week, we’ll share one task that takes about five minutes to complete and can make an impact on your communications strategy.
Your Task This Week: What are some collaboration opportunities your brand could bring to life? Using the principles in our brand collaboration story, take five minutes to jot down some ideas.
4. Before We Go…
From Mad Over Marketing on Instagram: This employee at Walmart has some serious social media moves.
From The New York Times: Ken Jennings wrote an op-ed on how trivia and ‘Jeopardy!’ could save our republic.
From Axios Communicators: Nike announced a new brand lead: Michael Gonda. We loved this quote from him: “Nike has always been more than a brand—it's a storyteller, a cultural force and a catalyst for belief.”
Forward this to the friend who says, “That’s genius!” when they hear about a good brand move.