In several states diapers are taxed as a luxury item, despite being an essential good. So to challenge this absurd luxury tax, we created something even more absurd. A luxury diaper. We launched with Gwyneth Paltrow’s luxury wellness brand Goop with one social post. And people freaked out. Seven hours later, we told them it was fake. Because if treating diapers like a luxury makes you mad, so should taxing diapers like a luxury.
With a $0 media spend, we got 150M+ impressions. But most importantly, in the weeks following our campaign, 4 states dropped their diaper tax, proving that the best way to take on a shitty law is to raise a stink.