Coterie acquired by Mammoth Brands: Lindsey Kling on reaching new audiences

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• How the Mammoth Brands buyout changed Coterie’s playbook
• Building a “parent-first” identity beyond diapers
  • Key pillars of the strategy
• A stunt that made diapers a neighborhood spectacle
• Navigating growth: the tension between scale and intimacy
• Outside campaigns that spark envy
• Questions Coterie’s marketers ask peers at industry events
• What’s next for Coterie in marketing and partnerships

Coterie entered a new era after being acquired by Mammoth Brands, transforming from a fast-growing diaper label into a brand with bigger reach and deeper ambitions. The deal accelerated its move into stores and broader marketing experiments while keeping the focus on parents who want premium performance and thoughtful design.

How the Mammoth Brands buyout changed Coterie’s playbook

Last year’s sale to Mammoth Brands gave Coterie fresh capital and operating muscle. The company had already passed $200 million in net revenue in the prior 12 months, and the acquisition pushed leaders to scale more boldly.

Mammoth’s leadership framed the move as a way to grow online-first brands into omnichannel players. Coterie’s team says that means more partnerships, bigger retail footprints and the ability to test unusual activations that reach parents where they actually live their lives.

Building a “parent-first” identity beyond diapers

Marketing at Coterie centers on the whole family, not only the baby. The brand positions its products as time- and sleep-saving tools backed by clean materials and reliable performance.

Parent-centric storytelling drives messaging across channels. That approach blends candid creative with community touchpoints to make parents feel seen rather than sold to.

Key pillars of the strategy

• Direct-to-consumer experiences for first-party relationships.
• Strategic retail deals to reach parents who still shop in-store.
• Influencer and ambassador networks that power referral growth.
• In-person activations that turn products into shareable moments.
• Use of zero-party data to tailor communications and offers.

These elements together fuel a strong referral engine. The team credits a high share of organic word-of-mouth—about 40%—to these combined efforts.

A stunt that made diapers a neighborhood spectacle

Coterie’s most visible recent campaign was a weather-themed out-of-home activation in Brooklyn. It marked the brand’s first large, public-facing event and aimed to spotlight the diaper’s core benefit: dryness.

The activation included playful, social-first content that mimicked a local weather channel. Young, charming presenters and a retro visual style created a memorable tone. Brand teams handed out umbrellas, placed creative posters around the neighborhood and teased the launch with short videos.

The stunt reinforced a simple claim in an attention-grabbing way: Coterie keeps you dry. It was designed to deliver performance messaging while generating local buzz and social shares.

Navigating growth: the tension between scale and intimacy

One of the biggest challenges for marketers is holding on to trust as the business expands. Early-stage brands can react quickly to customers. As channels and automation multiply, that closeness can fray.

Teams must balance two forces:

• Innovating to stay relevant and attract new shoppers.
• Preserving the authentic relationships that create loyalty.

If brands move too fast chasing trends, they risk alienating the community that helped them grow. If they move too slowly, they become stale. The winning path is deliberate evolution that still makes each customer feel recognized.

Outside campaigns that spark envy

Executives at Coterie point to legacy brands adapting well as inspiration. One recent example is Gap’s denim campaign with Katseye, which married cultural relevance with celebrity partnerships and sparked audience-created content.

That kind of creative partnership shows how a familiar brand can remain rooted yet feel fresh to new customers.

Questions Coterie’s marketers ask peers at industry events

When talking with other marketing leaders, Coterie’s team looks for practical signals about growth and community. Topics they probe include:

• How are brands activating retail partnerships beyond simple placement?
• Which uses of AI in operations are delivering real ROI?
• What in-person activations are succeeding at building loyalty?
• How do teams preserve human-first messaging as automation increases?

There is an ongoing appetite for authenticity. In parent-focused categories, people value campaigns that show real humans and lived experience, not just slick, AI-generated content.

What’s next for Coterie in marketing and partnerships

With new resources, the brand plans to test more cross-channel experiments. That includes deeper retail collaborations, amplified IRL moments and continued investment in community-led storytelling.

For Coterie, the challenge is clear: scale the business while keeping the intimate relationship with parents intact. The team believes thoughtful creative and human-driven campaigns are the way forward.