How Coterie Baby Advertises on Meta

# Ad summary This ad highlights five reasons why The Diaper by Coterie is worth the hype. The ad displays the diaper and various reasons it is a superior product, including 12-hour leak protection, absorbency, fast-wicking abilities, chlorine-free pulp, and softness. # Brand positioning Coterie positions itself as a purveyor of premium baby care products, specifically designed to meet the needs of discerning parents seeking the best for their children. The brand focuses on superior performance, evident in claims of 12-hour leak protection and high absorbency. It aligns with values of environmental consciousness, showcasing use of chlorine-free pulp and gentleness on delicate skin. The brand seems to push against the category norms by focusing on high-end features, such as fast-wicking material to prevent rashes and superior softness, indicating an emphasis on baby's comfort and health above all else. Coterie aims to occupy a space of functional excellence and emotional reassurance for parents, offering peace of mind through reliable and gentle baby care. # Product The advertised product is "The Diaper" by Coterie, designed to provide superior performance and protection for babies. These diapers offer up to 12-hour leak protection, ensuring dryness throughout the day and night. They boast high absorbency, capable of absorbing over 10 times their weight in liquid. The diapers feature fast-wicking technology to help prevent moisture-related rashes. They are made with totally chlorine-free (TCF) pulp, emphasizing their commitment to safety and environmental responsibility. The diapers are also designed to be soft on delicate skin, providing comfort and preventing irritation. This product is worth trying for parents seeking a high-quality, reliable, and gentle diaper that prioritizes both performance and baby's well-being. # Visual style The ad features a clean, minimalist aesthetic. The editing style involves quick cuts between static shots, maintaining a consistent rhythm. The production quality appears polished, aiming for a modern, high-end commercial feel. A recurring visual motif is the consistent use of a plain white surface as the background, creating a sense of clinical cleanliness and purity. The pacing is moderate, with cuts timed to coincide with key product features highlighted in the text overlays, creating a sense of audio-visual sync. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Shop The Diaper from Coterie. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a static, overhead shot of a package of Coterie diapers on a white surface. The text overlay introduces the core question being answered in the ad. - 00:03–00:05 00:03–00:05 A hand points to a brown cardboard box of Coterie diapers. Text on screen highlights up to 12-hour leak protection, positioning this as one reason the diaper is high quality. - 00:05–00:07 00:05–00:07 A hand holds and opens a diaper to display its inside. Text on screen highlights absorbency, further building the case for the diaper's high quality. - 00:07–00:11 00:07–00:11 Water is poured onto the diaper. The ad emphasizes the diaper's fast-wicking capabilities in order to help prevent moisture-related rashes. - 00:11–00:13 00:11–00:13 The ad displays a hand touching the inside of the diaper. The on-screen text claims that the diaper is made with totally chlorine-free (TCF) pulp. - 00:13–00:16 00:13–00:16 A hand rubs the diaper fabric. The ad emphasizes that the diaper is soft on delicate skin. - 00:16–00:19 00:16–00:19 The ad displays a handful of diapers. The text overlay encourages the customer to "Rest easy" and to "Shop The Diaper from Coterie."

# Ad summary This image ad for Coterie baby products highlights the brand's focus on cleanliness, softness, and performance, while emphasizing the difficulty of replicating their diaper design. The ad showcases diapers and wipes in an organized wooden drawer, reinforcing the brand's premium positioning and the endorsement from pediatricians. # Brand positioning Coterie positions itself as a premium, high-performance brand in the baby care market, focusing on cleanliness, softness, and innovation that is 'harder to copy.' The brand emphasizes quality and performance, suggested by the high-end presentation of its products and the claim of being the '#1 Pediatrician-Recommended TCF Diaper.' This positioning appeals to parents who seek the best for their children and are willing to invest in superior products that stand out from generic, mass-market alternatives. The brand seems to ignore common marketing trends of emphasizing affordability and instead focuses on the inherent value of the product. # Product The ad features Coterie diapers and baby wipes. The diapers are highlighted for being 'Clean, ultra-soft, high-performance, and harder to copy than it looks,' while the wipes are described as '99% water' and part of the 'Replenish' line. The diapers come in individually wrapped packs with the brand name 'Coterie The Diaper' and a large number '3' printed on the packaging, presumably indicating size. The wipes come in blue packs labeled 'Coterie 99% water' and 'Coterie Replenish.' The diapers are for parents looking for superior quality and performance, with the wipes emphasizing purity and replenishment. The products are designed to address parents' concerns about cleanliness, softness, and safety for their babies. # Visual style The ad features a highly polished, studio-shot aesthetic with a clean and organized presentation. The visual motifs include a focus on natural elements (wood, plants, terracotta) and a grid-like layout of the products. The image treatment includes soft lighting and background blurring to draw focus to the products. The typography is clean and legible, and the overall style appears native to in-feed placements. The visual style aims to convey a sense of luxury and trustworthiness. # Hooks Headline: Clean, ultra-soft, high-performance, and harder to copy than it looks. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens by emphasizing the qualities of Coterie diapers—cleanliness, ultra-softness, high-performance, and a unique design—to grab attention and differentiate the product from competitors. The brand is asserting its product is of high quality and difficult to replicate, influencing the viewer to think of their diapers as superior from the beginning. The brand is telling this part of the story to position itself as a leader in the diaper market and establish a high standard for its products. - The ad includes a claim that Coterie is the '#1 Pediatrician-Recommended TCF Diaper' to build trust and credibility through expert endorsement. This is meant to persuade viewers that Coterie is a reliable and trusted choice. An external source (pediatricians) is providing this perspective, adding an unbiased point of validation. - The ad showcases the diapers and wipes neatly arranged in an organized drawer to convey a sense of luxury and order. This is intended to reinforce the premium brand positioning and reassure the viewer that the product is worth the investment. The brand is showcasing its attention to detail and commitment to quality, shaping the viewer's perception of the brand as trustworthy and superior.

# Ad summary This ad showcases Coterie diapers and wipes within an organized drawer setting, highlighting an offer of a free trial pack of the next size up with the first box purchase. # Brand positioning Coterie is presented as a premium brand in the baby care market, specializing in diapers and wipes. The brand emphasizes quality and convenience for parents who prioritize the best for their babies. This is conveyed through the offer of a free trial pack, implying a hassle-free experience and extra value. # Product The ad features Coterie's diapers and wipes. The diapers are packaged in white boxes with the brand name and product name "The Diaper" printed on them, along with a size indicator (3 and 4). The wipes are in blue packaging, with the claim "99% water" and "Super Soft". The diapers are designed for different stages of a baby's growth, as indicated by the size numbers. The wipes promise gentle cleaning with a high water content and a soft texture. The advertised products address the need for high-quality and gentle baby care items, aiming to assure parents of the safety and comfort of their babies. # Visual style The ad features a clean and organized aesthetic, emphasizing the quality and convenience of the Coterie products. The image is well-lit, and the color palette is soft and neutral, creating a calming and trustworthy vibe. The composition is balanced, with the products neatly arranged to showcase their features and packaging. The image conveys a sense of order and preparedness for parents. # Hooks Headline: Your first box bonus # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with an overhead shot of an organized drawer containing Coterie diapers and wipes. This establishes a scene of order and preparedness for baby care, presenting the products in a lifestyle context. - The viewer's attention is drawn to the headline, which announces a "first box bonus." This is meant to grab attention by highlighting a special promotion for new customers. - A graphic is placed near the diapers, clarifying that the bonus is a "free trial pack of the next size up." This provides details on the promotion and what the customer can expect. - The storyline concludes by visually showcasing the products in an organized drawer, reinforcing the brand's promise of high-quality and convenient baby care.

# Ad summary This image ad uses a question-and-answer format to educate viewers on the meanings of 'TCF' and 'ECF' labels, possibly for eco-friendly products. It utilizes a background image of nature and clean typography to create a sense of environmental awareness. # Brand positioning The brand is positioned as environmentally conscious and transparent, focusing on clarifying potentially confusing labels related to chlorine-free processes. The brand is aiming to occupy the space of an educational resource that consumers can trust to break down the jargon and terminology around eco-friendly products. The brand aligns with values of environmental responsibility and transparency, contrasting with brands that might use complex labels without explanation. The brand is taking a functional approach by informing consumers about product attributes and their impacts. # Product The ad focuses on explaining the difference between 'Total Chlorine Free' (TCF) and 'Elemental Chlorine Free' (ECF) labels. It aims to clarify the meaning and importance of these labels, likely associated with paper or pulp products. The ad aims to address the confusion that consumers might experience when encountering these labels, providing a clear understanding of what they represent. The products that might carry these labels are not explicitly shown, but the ad serves to educate consumers on making informed choices when purchasing items with these certifications. # Visual style The ad has a clean and educational visual style with a nature-themed background. The blurry backdrop adds a sense of environmental consciousness, and the simple, sans-serif font makes the text easy to read. The overall tone is informative and approachable, designed to engage viewers who are interested in eco-friendly products. # Hooks Headline: TCF? ECF? HUH? # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by posing the questions 'TCF? ECF? HUH?' to capture attention and highlight potential consumer confusion. This is presented from the customer's point of view, showing their possible reaction to seeing these labels. - Next, the ad defines the abbreviations 'Total Chlorine Free (TCF)' and 'Elemental Chlorine Free (ECF)' to provide information. This is from the brand's perspective, sharing factual details to educate the consumer. - Finally, the ad asks, 'What do these labels mean + why do they matter?' prompting the viewer to seek further understanding and suggesting the brand will provide the answer. This is also from the brand's perspective, aiming to drive engagement and offer a solution to the consumer's confusion.

# Ad summary This image ad promotes Coterie diapers and wipes by highlighting bonus features such as 24/7 text concierge, size assist, and a trial pack of the next size up. # Brand positioning Coterie is presented as a modern, premium brand catering to parents who value convenience and expert assistance in caring for their babies. The brand aims to occupy a space in the consumer's mind as a provider of high-quality baby care products, with a focus on customer service and problem-solving. It aligns with a lifestyle that seeks support and guidance in parenting, pushing against the norm of navigating baby care challenges alone. The brand positioning combines functional aspects, such as diaper quality and accurate sizing, with emotional reassurance for parents. # Product The ad features Coterie diapers and 99% water wipes. The diapers are distinguished by their packaging design and the size numbering on the front, implying a focus on providing the right fit for different stages of a baby's growth. The wipes are promoted as containing 99% water, suggesting a pure and gentle cleansing option for baby's skin. The ad emphasizes additional benefits such as a 24/7 text concierge service for diaper changes, size assistance to find a perfect fit, and a trial pack of the next size up, which address potential purchase barriers like uncertainty about sizing or needing support for diaper-related issues. # Visual style The ad features a clean, product-focused studio shot with a flatlay arrangement. The image treatment includes subtle color grading for a bright and inviting feel. The visual motif uses badges or text containers to highlight key benefits. The typography is integrated cleanly. It mimics native platform styles with rounded badge shapes and simple text overlays for improved scannability in-feed. # Hooks Headline: Your Coterie Bonuses # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The image opens by promising 'Your Coterie Bonuses', immediately grabbing attention by suggesting added value for choosing this brand. The brand voice is highlighting the advantages to encourage consideration. - Next, the ad spotlights '24/7 text concierge for easy changes', accompanied by a smartphone icon, showing the brand's offering of continuous support for parents. This showcases a unique service aimed at simplifying baby care, coming directly from the brand. - The scene transitions to a 'Size assist to help find a perfect fit', signaling the brand's focus on individual needs and ensuring optimal comfort. This service offers the brand's customer-centric viewpoint that they are focused on the baby's wellbeing. - Finally, there's a 'Trial pack of the next size up', showing the company proactively supports future needs by helping parents smoothly transition as their baby grows. The company is emphasizing how its diapers can be optimized for growing babies, which is being communicated from the brand's perspective.

# Ad summary The ad presents Coterie diapers as a solution to help babies sleep longer through the night. Using a visual of a calendar, the ad highlights how many hours babies are typically sleeping before using Coterie diapers, and how many hours babies sleep after using the diaper. The ad is designed to convey that using Coterie diapers will result in better sleep for babies. # Brand positioning Coterie is positioned as a premium diaper brand that prioritizes quality and comfort for babies, implicitly suggesting that their diapers are designed for optimal sleep and minimal disruption. This positioning appeals to parents seeking the best for their children, emphasizing that Coterie isn't just a diaper, but a solution for longer, more restful sleep. The brand appears to ignore norms of budget-friendly or mass-market diapers and instead promotes luxury for babies. Coterie aligns with the values of providing comfort and quality in the baby care market. # Product The product featured is Coterie diapers, designed to enhance babies' sleep duration. The ad highlights that before using Coterie, a baby may only sleep 4-5 hours but after using Coterie, a baby may sleep 8-9 hours, implicitly addressing parents' concerns about insufficient sleep for their babies. The diaper appears white and has a yellow stripe down the middle. The ad showcases Coterie as a solution to the problem of babies waking up frequently at night. # Visual style The ad employs a clean and minimalistic design, using a grid layout reminiscent of a calendar to display sleep hours. The image treatment is simple and polished, with a light background and blue text that creates a calm, trustworthy aesthetic. The typography is large and bold, enhancing scannability, while the overall style is designed to be native and non-disruptive in the feed. # Hooks Headline: More hours tonight. And tomorrow. And the next night. # Benefits - [object Object] - [object Object] - [object Object] # Call to action Ready to sleep more? # Point of view - [object Object] # Storyline - The ad begins by stating, "More hours tonight. And tomorrow. And the next night," which is intended to set the stage for improved sleep and position Coterie as a solution for parents seeking longer, more restful nights. This part of the story is being told from the brand's perspective, as Coterie promises extended sleep. The message conveys the potential outcome of using the product, which is more sleep for the user's baby. - The ad visualizes a calendar to convey sleep patterns before and after using Coterie diapers. It shows 5 and 4 hours before using Coterie, and 8 and 9 hours after. This calendar view emphasizes the increased sleep duration as a direct benefit of using the product and helps to frame the product as a sleep solution. The brand presents this visual to demonstrate the product's effectiveness in the broader narrative about improving sleep. - The ad ends with a button that reads "Ready to sleep more?", meant to encourage viewers to take action. It summarizes the key benefit of the product and invites the audience to engage further. The brand concludes by emphasizing a direct call to action that invites viewers to take the next step. The brand is now nudging the audience to consider the benefits it promises.

# Ad summary A mom shares how her son was constantly wetting through his diapers overnight, which disrupted his and her sleep, so she uses Coterie diapers. She says the absorbency is next level, they are chlorine-free, made with clean ingredients and 25% plant-based materials, and are so soft. # Brand positioning Coterie is presented as a premium brand for parents who want the best for their children and themselves. By focusing on features like high absorbency, clean ingredients, and plant-based materials, Coterie positions itself as a provider of high-quality, comfortable, and eco-conscious diapers. This approach sets it apart from more conventional diaper brands by appealing to parents who prioritize both their child's well-being and environmental responsibility. # Product Coterie offers diapers and wipes that are designed with premium materials and clean ingredients. The diapers are described as having "next level" absorbency and designed to keep babies completely dry throughout the night, ensuring better sleep for both the baby and parents. Coterie diapers are totally chlorine-free, made with clean ingredients, and 25% plant-based materials, emphasizing the brand's commitment to health and environmental friendliness. The wipes are 99% water and are designed for sensitive skin. These features address common parental concerns about diaper leaks, skin irritation, and the use of harsh chemicals, making Coterie an appealing choice for parents seeking high-quality and eco-friendly baby care products. # Visual style The ad has a polished UGC feel, with static shots and smooth transitions. The production quality is high-end, giving the ad a clean and professional look. The pacing is consistent, which maintains the viewer's attention. The cuts are timed to the voiceover lines, which emphasizes key features and benefits of the diapers. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad begins with a mother stating that her son was constantly wetting through his diapers overnight. - 00:03–00:10 She continues by stating that it was a pain to wake him up in the middle of the night to change him, his pajamas, and try to get him resettled, which disrupted his and her sleep. - 00:10–00:13 The mother shares how since partnering with Coterie, she's been using their diapers and is obsessed. - 00:13–00:19 She states that the absorbency is next level and he stays completely dry throughout the night, which means they both get better sleep. - 00:19–00:25 She continues by saying they're also totally chlorine-free, made with clean ingredients, and 25% plant-based materials. - 00:25–00:30 She ends by stating that they're so soft and that you can really tell the difference in the quality and that you and your baby will notice the difference.

# Ad summary The ad shows the evolution of the brand's product line from 2021 to 2025. # Brand positioning The brand is presented as a company that is constantly evolving and expanding its product line. The brand is focused on providing a variety of products for different needs. # Product The ad features a variety of products, including baby wipes, diapers, lotion, and diaper cream. The diapers come in different sizes, from newborn to large. The baby wipes are 99% water. The lotion and diaper cream come in pump bottles. # Visual style The ad has a clean and minimalist visual style. The products are arranged in a grid layout. The colors are muted and pastel. # Hooks Headline: None used # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts with the year 2021 and shows the brand's product line at that time. The brand is telling the audience about its product line in 2021. - The ad then progresses to the year 2022 and shows the brand's product line at that time. The brand is telling the audience about its product line in 2022. - The ad continues to progress through the years 2023, 2024, and 2025, showing the brand's product line at each of those times. The brand is telling the audience about its product line in 2023, 2024, and 2025.

# Ad summary This ad for diapers features a mother carrying her toddler. The text in the ad emphasizes the high quality and safe ingredients that go into the product. The ad also calls out a free trial pack offer upon subscription. # Brand positioning This brand of diapers aims to occupy a space in the consumer's mind as a provider of premium baby care products made with the best materials. The brand values safety, health, and convenience for parents who want to give their children the best possible start in life. The brand promotes a lifestyle of informed and responsible parenting, emphasizing a focus on natural and safe ingredients in a market saturated with products that may contain harmful chemicals. This brand positioning is functional because of the focus on safety, quality, and natural materials. # Product The product being advertised is a diaper that emphasizes high-quality materials and safety. The diapers are described as being made "with only the good stuff," indicating a focus on premium and safe ingredients. The key features include "TCF Pulp," "Hypoallergenic," and "Safe ingredients," emphasizing their commitment to health and safety. The ad addresses potential purchase barriers by highlighting the quality and safety of the product, assuring parents that they are making a responsible choice for their baby. The diapers are presented as being worth trying or buying because of their superior quality and health benefits for the baby. # Visual style The ad has a clean, modern, and inviting aesthetic. The production quality appears to be high, with a focus on natural lighting and a lifestyle-oriented image. The image treatment includes soft color grading and background removal. The typography integration is clean and legible, with the font used for the headline and product features being large and bold. The visual style is designed to feel approachable and trustworthy. # Hooks Headline: This diaper is made with only the good stuff. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a statement that conveys the message that the diapers are made with only the best and safest materials. This is intended to immediately reassure potential customers about the product's quality and safety. The brand is telling this part of the story to establish trust and credibility right from the start. - The ad then showcases an image of a toddler being carried by their mother. This adds a personal and relatable touch, showing the product in a real-life context. The customer is experiencing this part of the story, as the image highlights a heartwarming moment between a parent and child, subtly emphasizing the diaper's role in ensuring comfort and happiness. - The ad also includes a badge that displays "FREE TRIAL PACK*", alongside 3 product feature callouts. This informs customers that they can try the diapers before committing to a full purchase. The brand is communicating this information to encourage potential customers to try the product risk-free, incentivizing them to experience the diapers' quality and benefits firsthand. - Lastly, a disclaimer appears that explains that the free trial pack is "*of the next size up when you subscribe". The fine print aims to clarify details of the offer to prevent any confusion about which size diaper is included in the free trial, adding an element of transparency. The brand is relaying this information to ensure that customers are fully informed and can make a well-considered decision about subscribing.

# Ad summary This ad is designed to look like a text message conversation between two moms discussing the benefits of Coterie diapers. # Brand positioning Coterie is presented as a premium diaper brand that prioritizes the use of TCF (Totally Chlorine-Free) pulp in its diapers. The brand positions itself as a reliable and consistent choice for parents who are concerned about the materials used in diapers, especially in comparison to other brands that may have switched to ECF (Elemental Chlorine-Free) pulp or faced shortages of TCF pulp. The brand aims to occupy a space in the consumer's mind as a trustworthy and high-quality option for parents seeking diapers made with safer materials. # Product The product being advertised is Coterie The Diaper, a diaper made with TCF pulp. The ad highlights that Coterie has always used TCF pulp, emphasizing the brand's commitment to using safer materials. The diaper is presented as a reliable choice for parents who are concerned about the materials used in diapers. The ad addresses the purchase barrier of confusion surrounding diaper pulp types (TCF vs. ECF) by positioning Coterie as a consistent and trustworthy option. # Visual style The ad has a UGC (user-generated content) production quality, designed to mimic a screenshot of a text message conversation. The visual motif is a platform-native style, specifically resembling an iMessage screenshot. The image treatment includes background removal and color grading to create a clean and consistent look. The typography integration is caption-style, with the text messages displayed in speech bubbles. The ad contrasts with typical norms by using a lo-fi, platform-native style, which may impact scannability but increase stop power in feed. # Hooks Headline: Wait... with Olivia were your diapers TCF or ECF? # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a text message from one person to another, asking about whether the diapers they used with their child Olivia were TCF or ECF. This is intended to convey the confusion that parents may experience when trying to choose the right diaper, from the perspective of a customer. - The next text message states that it was actually confusing at the time. This is intended to convey the customer's perspective and experience. - The next text message states that brands were switching to ECF pulp. This is intended to convey the customer's perspective and experience. - The next text message states that there was a shortage of TCF or something. This is intended to convey the customer's perspective and experience. - The next text message states that Coterie has always been TCF pulp. This is intended to convey the brand's perspective and commitment to using safer materials. - The final text message states that that's what we used. This is intended to convey the customer's perspective and experience.

# Ad summary This ad shows a conversation in the style of a text message exchange in which one person asks if Coterie is worth it and another says it is because they have thrown out onesies after blowouts more than once. # Brand positioning Coterie is positioned as a premium diaper brand. The ad copy implies that they are worth the extra cost by preventing parents from having to throw out clothes due to diaper blowouts, which is presented as a common problem. # Product The ad features Coterie diapers, which come in a white package with a minimalistic design. The packaging includes the brand name 'Coterie' and the product name 'The Diaper' along with a large number '3'. Also featured are Coterie 99% water baby wipes. The packaging is white with a blue logo and product name, 'Coterie 99% water'. The ad implies that the diapers are effective in preventing blowouts, a common problem faced by parents. # Visual style The ad has a clean, minimalistic aesthetic. The shot appears to be taken in a casual, home-like environment, which makes the product feel more relatable. The text bubbles are designed to mimic a text message exchange, giving the ad a familiar and informal feel. The lighting is soft and even, which contributes to the overall approachable tone. # Hooks Headline: Is Coterie actually worth it? # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] - [object Object] # Storyline - The ad opens with a message bubble asking, from the perspective of a potential customer, whether Coterie is actually worth the cost. This is likely intended to address a cost barrier and directly engage with the potential customer's concerns. - Next, another message bubble appears asking from the perspective of a second potential customer if the viewer has ever had to throw out a onesie after a blowout. This is included to highlight the inconvenience of blowouts and set up the problem that Coterie aims to solve. - A third message bubble replies from the perspective of the second potential customer, answering the previous question with, 'More than once.' This shows that the problem of blowouts is common and relatable. - Finally, a fourth message bubble gives the final answer from the perspective of the second potential customer: 'K then yes. Coterie is worth it.' This provides a clear endorsement of the product, implying that the cost is justified by the effectiveness of the diapers.

# Ad summary This ad uses a conversational interface to ask if Coterie diapers are worth it. The response admits to a difficult night but ends with a positive affirmation of the brand's value. # Brand positioning Coterie positions itself as a premium diaper brand that is worth the higher price point, even when parents are still experiencing the pain points of having a newborn. The brand promises better quality and performance that justifies the cost, even if the baby doesn't always sleep through the night. The brand seeks to occupy the premium, worth-it space in the consumer's mind. # Product Coterie The Diaper is presented as a high-quality diaper. The ad also features Coterie Super Soft baby wipes, described as 99% water. The diaper is shown in a package of size 3. The wipes come in a dark blue rectangular package. The ad sells viewers on the idea that the premium diaper product is worth the cost despite the realities of parenthood, and seeks to overcome purchase barriers by showing its real-life application and value. # Visual style The ad uses a clean, lifestyle-focused aesthetic with a neutral color palette. The image appears to be shot in natural light. The visual style simulates a text message UI, making the content feel organic and native to social media platforms. The ad is designed to look like organic content. There are soft shadows and muted tones. # Hooks Headline: Is Coterie actually worth it? # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - A contact initiates the conversation asking “Is Coterie actually worth it?” which establishes the central question of the ad from a customer's perspective. - Another contact replies, “Did Grace sleep through the night last night?” which indicates the second contact knows a child of the first contact and is asking about the effectiveness of the diaper. This continues the conversation from the customer's perspective. - The first contact says, “No she was up at 2 and 4” which demonstrates that Coterie diapers do not always guarantee a full night's sleep. This comes from the parent, creating realistic expectations. - The second contact says, “NOO! BUT YES! Coterie is worth it.” which confirms that despite a difficult night, the diapers are still a worthwhile purchase. This implies the second contact has used Coterie diapers before and is speaking from personal experience.

# Ad summary This ad uses a flowchart to convince the viewer that Coterie diapers are worth the price. The flowchart presents two common challenges parents face, and ultimately concludes that yes, Coterie diapers are worth it. # Brand positioning Coterie is positioned as a premium diaper brand that solves common problems parents face, such as blowouts and middle-of-the-night sheet changes. The brand's focus on quality and reliability aims to justify a higher price point, suggesting that the extra investment is worth it for the convenience and peace of mind it provides to busy parents. The brand is presented as understanding the realities of parenthood and offers a solution that simplifies those difficult situations. # Product Coterie diapers are presented as a premium diaper option designed to handle common baby-related issues, such as blowouts and overnight accidents. The diapers are packaged in white rectangular boxes, with each box labeled with the brand name 'Coterie The Diaper' and a number from 1 to 7 or the letter N, likely indicating diaper size. The advertisement suggests that these diapers are effective in preventing leaks and reducing the need for frequent sheet changes, implying they are worth the higher price point for the convenience and reliability they offer to parents. # Visual style The ad features a clean, minimalist design with a white background and clear black text. The product is displayed prominently, and the flowchart is simple and easy to follow. The overall aesthetic is straightforward and informative, aiming to convey the product's value in a clear and concise manner. # Hooks Headline: Are Coterie diapers worth the price? # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad begins by posing the question, "Are Coterie diapers worth the price?" to capture the viewer's attention and sets up the central question that the ad aims to answer from the brand's perspective. - The ad transitions into a flowchart, starting with the question, "Have I ever thrown out a onesie after a blowout?" to present a common problem parents face. The viewer is experiencing the story from the perspective of a parent. - If the answer is "Yes," the flowchart concludes, "Yes, it's worth it," to reassure parents that Coterie diapers are a worthwhile investment from the brand's perspective. - If the answer to the initial question is "No," the flowchart leads to another question: "Have I ever done a 3am sheet change?" to highlight another common issue. The viewer is experiencing the story from the perspective of a parent. - If the answer to the second question is "Yes," the flowchart again concludes, "Yes, it's worth it," to further reinforce the value proposition of Coterie diapers from the brand's perspective. - If the answer to the second question is "No," the flowchart ends with the statement "You will" to create a sense of inevitability and urgency, leading back to the conclusion, "Yes, it's worth it." The viewer is experiencing the story from the perspective of the brand trying to be humorous about a difficult reality of parenthood.

# Ad summary This image ad promotes Coterie baby products by highlighting a special offer of a free trial pack of the next size up with the purchase of your first box. # Brand positioning Coterie is positioned as a brand offering premium baby care products, specifically diapers and wipes. The brand is associated with high-quality materials, as indicated by the mention of "99% water" wipes, and a focus on providing the best for babies. Coterie aims to occupy the space of a high-end, trustworthy brand that prioritizes the comfort and health of the baby, as well as providing convenience for parents through thoughtful offerings like a free trial pack. # Product The ad features Coterie diapers and wipes. The diapers are presented in white packaging with the brand name and a number indicating the size. The wipes come in two varieties: "99% water" wipes in white packaging and "Replenish" wipes in blue packaging. The ad highlights the availability of a free trial pack of the next size up with the first box purchase, addressing the potential barrier of uncertainty about the right size for a growing baby. The diapers are numbered as "3", and a trial pack of diapers are labeled "4". # Visual style The ad has a clean, natural aesthetic with a focus on product visibility and informative text overlays. The production quality appears to be studio-shot with natural lighting and a focus on showcasing the products in an organized and appealing manner. The color palette is soft and muted, with an emphasis on whites, blues, and natural wood tones. The overall style is designed to be visually appealing and informative, conveying a sense of quality and trustworthiness. # Hooks Headline: Your first box bonus # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The image opens by offering a "Your first box bonus". This headline is included to immediately grab the viewer's attention with an enticing offer for new customers from the brand's perspective. - The image then highlights the contents of a box featuring diapers and wipes with an offer for a free trial pack of the next diaper size up. This is included to showcase the quality and range of products while addressing a common concern of parents—finding the right diaper size as their baby grows, from the brand's perspective.

# Ad summary This ad is for Coterie diapers. It leads with a playful warning not to switch to Coterie unless the user is ready to forget what blowouts feel like, then calls out the product's features such as blowout-blocking fit, secure tabs, back-waist stretch, and reinforced leg cuffs. # Brand positioning Coterie positions itself as a premium diaper brand focused on superior performance and reliability, specifically targeting parents who prioritize avoiding messes and discomfort for their babies. The brand implies a functional positioning by focusing on preventing blowouts and ensuring a secure fit, therefore suggesting a focus on problem-solving and quality in the diaper category. It also subtly pushes against the norm of accepting occasional diaper failures, suggesting its product offers a higher standard of protection. # Product The featured product is Coterie brand diapers. The diapers are presented as a solution for parents looking to prevent blowouts. The ad highlights the product's features: a blowout-blocking fit with secure tabs, back-waist stretch, and reinforced leg cuffs. This addresses the purchase barrier of diaper leakage, suggesting that Coterie diapers offer superior protection and reliability. The ad implies that these diapers are worth trying or buying to avoid the unpleasant experience of dealing with blowouts. # Visual style The ad has a clean and minimalist visual style, with a focus on the product itself. The production quality is high, with professional lighting and a simple background that keeps the attention on the diaper. The layout is straightforward and easy to scan, using a single product shot and concise text to communicate its message. The aesthetic feels modern and premium, likely intended to stand out from more cluttered or visually noisy ads. # Hooks Headline: Hang on, don't switch to Coterie # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts with the brand telling the audience 'Hang on, don't switch to Coterie' to capture the viewer's attention with a playful warning and intrigue them. This creates curiosity and positions the brand as something different or special. - The brand then continues to say '...unless you want to forget what a blowout feels like', conveying the message that Coterie diapers are so effective that users will no longer experience the common problem of diaper blowouts. This highlights the product's main benefit and value proposition. - Finally, the brand states 'Blowout-blocking fit with secure tabs, back-waist stretch + reinforced leg cuffs', providing the product's features to support the claim of superior blowout protection and provide a rationale for the brand's effectiveness.

# Ad summary This ad is for Coterie's Replenish baby wipes. The image focuses on highlighting the wipes' softness, size, and safety. # Brand positioning Coterie is presented as a premium brand in the babycare space. The brand's wipes are positioned as a step above the standard baby wipe, with a focus on softness, size, and safety. By explicitly stating that the product is certified safe from 1,000+ potentially harmful chemicals and using language like "supremely soft", the brand promotes a functional positioning of high-quality ingredients, safety, and comfort for babies and their parents. # Product The product featured is Coterie's Replenish The Soft Wipe. The wipes are packaged in a dark blue, rectangular, resealable package with the brand and product name printed on the front. The wipes are described as "supremely soft", "largest baby wipe", and "certified safe from 1,000+ potentially harmful chemicals". These wipes are for parents looking for premium, safe, and effective cleaning solutions for their babies. The ad addresses purchase barriers by emphasizing the product's safety certifications and superior quality compared to leading brands. # Visual style The ad has a clean, bright, and modern aesthetic. The production quality is high, with studio-style lighting and a focus on showcasing the product in a visually appealing setting. The use of a minimalist background and clear typography contributes to the scannability of the ad in a social media feed. # Hooks Headline: Have you met The Soft Wipe? # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts by posing a question to the audience, "Have you met The Soft Wipe?", immediately framing the product as something special and worth getting to know. The brand is introducing the product, inviting the viewer to discover its unique qualities. - Next, the ad highlights key features of the wipes. By showcasing points such as, "Supremely soft", "Largest baby wipe*", and "Certified safe from 1,000+ potentially harmful chemicals*", the brand provides reasons why the wipes are superior. This moves the story toward product benefits.

# Ad summary This image ad features a screenshot of a Google search results page. The headline suggests the viewer can stop researching diapers by switching to the Coterie brand. The search queries listed highlight concerns such as toxicity, leaks, and diaper rash. The overall message is that Coterie diapers are a reliable solution to common diaper-related issues, eliminating the need for extensive research. # Brand positioning Coterie positions itself as a premium diaper brand that alleviates parents' concerns about diaper safety and performance. By addressing specific pain points such as toxicity, leaks, and diaper rash, Coterie aims to provide a trustworthy and high-quality solution, so parents can avoid the need for constant research and worry. This positioning suggests that Coterie stands apart from standard diaper brands by prioritizing the health and comfort of babies, offering peace of mind and simplifying parents' lives. # Product The ad features Coterie diapers implicitly as a solution for parents concerned about diaper safety and performance. The product is portrayed as a reliable alternative to conventional diapers, addressing common issues such as toxicity, leaks, and diaper rash. The USPs are clearly conveyed through the Google search queries, highlighting that Coterie offers diapers that are safe, effective in preventing leaks, and gentle on babies' skin. The ad suggests that by choosing Coterie, parents can eliminate the need for extensive research and worry, implying a hassle-free and trustworthy diapering solution. # Visual style The ad has a clean and minimalistic visual style, mimicking a native Google search results page. The layout is simple and straightforward, with a focus on the search queries. The color scheme is muted with a light blue background, enhancing the clean aesthetic. The overall effect is informative and trustworthy, resembling a genuine search experience. # Hooks Headline: Things I stopped googling after switching to Coterie: # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by stating, "Things I stopped googling after switching to Coterie:" setting the stage for a testimonial from a parent who has found a solution to their diaper-related concerns. This is intended to capture the attention of parents who are actively researching diaper options and experiencing common pain points. - The Google search results page lists queries such as "which diapers are toxic," "best overnight diaper for leaks," "what is TCF pulp," "diaper rash help," and "safe diaper brands 2025". This showcases the specific concerns and questions that parents commonly have when choosing diapers. This helps to establish the problems Coterie aims to solve. - The ad concludes with the statement, "The last diaper you'll ever research", reinforcing the idea that Coterie is a comprehensive and reliable solution that eliminates the need for further research. This provides the user with reassurance.

# Ad summary This ad emphasizes the need to protect babies' skin and how Coterie diapers can protect babies from irritation from diaper rash. The ad mentions that Coterie diapers are hypoallergenic, fragrance-free and made with apparel-grade fabric that is soft and gentle. It also mentions that the diapers have a notch for umbilical cords and an indicator that turns gray when the diaper is wet. # Brand positioning Coterie is presented as a high-quality diaper brand focused on infant skin protection and comfort. The brand appears to aim to occupy the space of premium, functional diaper solutions, providing peace of mind and protection against diaper rash for conscientious parents. Coterie prioritizes gentle, hypoallergenic materials and thoughtful design features, appealing to parents seeking to prevent irritation and discomfort for their babies. The brand pushes against the category norms of basic diaper functionality by focusing on skin health and comfort features, and it distinguishes itself with apparel-grade fabric and features like a notch for umbilical cords and a wetness indicator, promoting an emotional connection through attentive care. # Product Coterie diapers are presented as a solution for protecting babies' sensitive skin and ensuring comfort. The diapers feature day and night performance, designed for sensitive skin, and made with safe ingredients. They are hypoallergenic and fragrance-free. They use an apparel-grade fabric known for its softness and gentleness. Coterie diapers come in various sizes including newborn, which is designed with a notch for healing belly buttons. The diapers also incorporate a wetness indicator that turns gray when wet, helping parents identify when a change is needed. Coterie diapers aim to eliminate discomfort and protect against irritation, addressing concerns about diaper rash and ensuring parents can monitor their baby's needs. # Visual style The ad has a polished UGC feel with natural lighting and simple editing. The production quality suggests a combination of user-generated content and professional touches, aiming for an authentic yet visually appealing presentation. The ad uses quick cuts to keep the pace moving, but mostly static shots that help draw the viewer's focus. The pacing is moderate with some audio-visual sync, enhancing the overall message. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 As first-time parents, the speaker presents her initial impression of Coterie, from the perspective of a parent speaking to other parents, conveyed through a casual and friendly tone. - 00:02–00:06 Then the speaker introduces the reality of diaper rash, which is the central problem in the ad. The tone is informative with the intent of presenting facts. - 00:06–00:09 The speaker pivots to the causes of diaper rash (moisture and friction), positioning it as a more common problem than expected, aiming to raise awareness and relatability. - 00:09–00:12 Continuing from the previous point, the speaker highlights the difficulty of treating diaper rash once it develops, emphasizing the importance of prevention and setting up the value of the advertised product. - 00:12–00:18 Now the speaker is addressing the function of choosing the right diaper. The transition is smooth and connects to the overall goal of protecting your child's skin. - 00:18–00:25 The speaker introduces Coterie diaper benefits and product details, and then highlights the quality of the fabric. The tone is informative and emphasizes product features. - 00:25–00:32 The speaker highlights the notch for healing belly buttons and then pivots to addressing the difficulty of knowing when to change a diaper. The tone is personal and sympathetic. - 00:32–00:38 The speaker mentions that there is a wetness indicator and touches on babies' inability to communicate discomfort, creating a sense of parental reassurance. The speaker ends the ad with a final affirmation about baby protection.

# Ad summary This ad features several UGC-style clips from moms who recommend Coterie diapers. They highlight the clean ingredients of Coterie's hypoallergenic, fragrance-free, and chlorine-free diapers and wipes. They discuss the day and night performance, sensitive skin design, and how it’s helpful for babies who have diaper rash. # Brand positioning Coterie is presented as a brand dedicated to the safety and health of babies, positioning itself as a top choice for parents prioritizing clean and safe ingredients. The brand distinguishes itself by emphasizing hypoallergenic, fragrance-free, and chlorine-free materials in their diapers and wipes, promoting a sense of peace of mind for parents concerned about diaper rash and sensitive skin. The ad conveys a functional focus, promising effective day and night performance with high-speed absorbency, while also fostering an emotional connection by assuring parents they are making a safe and healthy choice for their children. # Product Coterie offers hypoallergenic diapers and wipes specifically designed for babies with sensitive skin. According to the ad, the diapers are made with safe ingredients, are fragrance-free, and totally chlorine-free. They provide day and night performance with up to 12-hour leak protection and high-speed absorbency. Several moms in the ad recommend Coterie, stating that the diapers make a big difference in preventing diaper rash and providing peace of mind with their clean ingredients. The diapers and wipes are for any new mom trying to decide which diaper brand to start with, promising a convenient and effective solution. # Visual style This ad has a UGC feel due to the home settings, natural lighting, and straightforward camera work. The editing style consists of quick cuts between different moms and close-up product shots, creating a dynamic rhythm that aligns with the voiceover. The pacing is consistent, maintaining a steady flow of information and testimonials. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Start here. # Point of view - [object Object] # Storyline - 00:00–00:01 A mom holds her baby in the air and smiles to the camera. - 00:01–00:05 00:01–00:05: A baby sits next to a package of diapers on a white couch. Next, a woman places a pack of diapers on a changing table. - 00:05–00:11 00:05–00:11: Close-up shots highlight a diaper’s texture and material. The packaging displays details such as safe ingredients, day and night performance, and design for sensitive skin. - 00:11–00:25 00:11–00:25: Different moms are shown with their babies on changing tables or sitting with Coterie products. These moms hold packs of Coterie diapers, with one mom placing a pack into a shelf. - 00:25–00:31 00:25–00:31: A mom speaks to the camera while sitting in front of a changing table. She places Coterie diapers in a box before speaking to the camera again.

# Ad summary A woman shares her experience with Coterie diapers and wipes. She explains that her son used to constantly wet through his diapers overnight, which disrupted both his sleep and hers. Since switching to Coterie diapers, her son stays completely dry throughout the night, leading to better sleep for both of them. She also notes that the diapers are chlorine-free, made with clean ingredients and 25% plant-based materials, and are soft. She says she can tell the difference in their quality, and that you and your baby will notice the difference. # Brand positioning Coterie aims to be the premium choice in the baby care market. The brand positions itself as offering diapers and wipes with superior performance and quality. Its products address a common parenting problem—leaky diapers that disrupt sleep. The brand promotes the use of clean ingredients and plant-based materials, appealing to parents who value natural and safe products for their children. Coterie focuses on both functional benefits (e.g. high absorbency, leak protection) and emotional benefits (e.g. better sleep, peace of mind), distinguishing itself by catering to parents willing to invest in premium baby care for their child's comfort and well-being. # Product Coterie offers diapers and wipes designed for babies and young children. The diapers provide up to 12-hour leak protection, helping to keep skin dry and minimize leaks and blowouts with ultra-soft materials. They are designed to help protect against diaper rash and feature high-speed absorbency, a blowout-blocking fit, and are made with 25% plant-based materials. The wipes are made with 99% water and designed with a simple, cleansing formula for sensitive skin. The brand addresses the purchase barrier of discomfort and sleep disruption for both parent and child. Coterie emphasizes the softness and quality of its products, aiming to offer a superior experience compared to other baby care brands. # Visual style The ad has a natural, UGC-style aesthetic with simple editing and static shots. It appears to be filmed in natural light, giving it a casual, relatable feel. The production quality is clean but not overly polished, which helps to build trust and authenticity. The pacing is moderate, with cuts timed to the speaker's voice. The color scheme is dominated by neutrals like white, gray, and beige, giving it a clean, minimalist vibe. The overall aesthetic is family-friendly and trustworthy. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 - 00:02–00:12 00:02–00:12 - 00:12–00:18 00:12–00:18 - 00:18–00:26 00:18–00:26 - 00:26–00:28 00:26–00:28