How Coterie Baby Advertises on Meta

# 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? # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the confusion and uncertainty parents face when choosing diapers, specifically regarding the different types of pulp used (TCF vs. ECF). "Ok it was actually confusing at the time" # Value propositions - Coterie has always been TCF pulp # Benefits - Coterie has always been TCF pulp # Features - TCF pulp # Call to action None used. # Social proof - That's what we used # Point of view - Customer: The text message conversation format suggests a personal recommendation or discussion between two individuals, indicating a customer point of view. - Brand: The statement "Coterie has always been TCF pulp" is a direct brand claim, positioning the brand as a reliable and consistent choice. # 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 image ad highlights the benefits and incentives of subscribing to Coterie's diaper service. # Brand positioning Coterie is presented as a premium brand in the diaper market, offering not just diapers but a subscription service with enhanced support and perks. The brand aims to occupy a space in the consumer's mind as a convenient and high-quality option for parents, aligning with values of ease and support. The brand pushes against the norms of basic diaper purchasing by providing extra benefits such as concierge support and size assistance, positioning itself as a more comprehensive and supportive service compared to standard retail options. The positioning is both functional (offering practical benefits like discounts and shipping) and emotional (providing peace of mind through concierge support and size assistance). # Product The product featured in the ad is Coterie diapers, which are part of a subscription service that offers parents convenience and extra support. The ad showcases a stack of white, absorbent diapers, emphasizing their availability through a subscription model. The subscription includes benefits such as 10%+ off, 24/7 text concierge support, free shipping, a trial pack of the next size up, and size assistance to help find the perfect fit. These perks aim to address potential purchase barriers by offering added value and support throughout the diapering process. The ad highlights that these bonuses are available with the first box when bundled with wipes, encouraging customers to try the subscription service. # Visual style The ad uses a clean and minimalist aesthetic with a focus on showcasing the product and its benefits. The production quality appears to be high, with professional lighting and clear visuals. The image treatment includes a soft, diffused lighting that gives the diapers a gentle appearance. The typography is simple and legible, contributing to the overall clarity of the ad. This style aims to convey a sense of quality and trustworthiness, enhancing the appeal of the subscription service in a visually accessible manner. # Hooks Headline: Your Coterie Subscription Bonuses # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of parents needing assistance and support in choosing the right diapers and managing their supply, emphasized by offering 24/7 text concierge support and size assistance. # Value propositions - Subscribing gives 10%+ off - Subscribing gives 24/7 text concierge support - Subscribing gives free shipping - Subscribing gives trial pack of the next size up - Subscribing gives size assist to help you find the perfect fit # Benefits - Discounted prices - Assistance via text 24/7 - Free shipping - Try the next diaper size up - Guidance to finding the perfect fit # Features - 10%+ off - 24/7 text concierge support - Free shipping* - Trial pack of the next size up** - Size Assist to help you find the perfect fit # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image and text promote Coterie's subscription bonuses and highlight the benefits of their diaper service, showcasing the brand's value proposition and features. # Storyline - The image opens by presenting the benefits of a Coterie subscription, starting with the headline "Your Coterie Subscription Bonuses," which grabs the viewer's attention by highlighting what they can gain. This part of the story is told from Coterie's perspective, aiming to draw in potential customers with the promise of additional value. - Next, the ad visually showcases the core product—a stack of diapers—while listing the specific bonuses: a discount, concierge support, free shipping, a trial pack of the next size up, and size assistance. This section of the story is also told from Coterie's perspective, aimed at detailing the advantages of subscribing to their service. - The narrative concludes with a qualifying statement, "When bundled with wipes **With your first box," setting a condition for some of the bonuses. This is presented from the brand's perspective, clarifying the terms of the offer to ensure transparency and manage expectations.

# Ad summary This ad shows a stack of diapers on a wooden surface. Text beside the diapers explains the cost per diaper, math included. # Brand positioning The ad does not explicitly state what space the brand aims to occupy in the consumer's mind. However, by providing a cost breakdown, the brand is implying a value proposition related to affordability and transparency in pricing. The brand promotes a practical approach to baby care by focusing on the number of diapers needed and their associated costs. By clearly presenting the math behind diaper usage and cost per diaper, the brand is attempting to stand out from other brands by highlighting cost effectiveness. This brand positioning is primarily functional, focusing on simplicity, clarity, and the pragmatic concerns of parents. # Product The product featured is diapers. The ad states "ONE PACK = 198 DIAPERS", and also breaks down the diaper usage to "7 CHANGES/DAY = ~1 MONTH OF DIAPERS". The ad explicitly states that the cost per diaper is "48¢ PER DIAPER". The advertisement highlights cost-effectiveness and transparency in pricing. This is specifically based on "Size 1" diapers. By including diaper quantity, usage rate, and cost per diaper, the ad addresses the purchase barrier of cost concerns. # Visual style The ad has a clean, minimalist visual aesthetic with a focus on clarity and simplicity. The production quality appears to be high, with a studio-shot feel. The visual motifs involve a straightforward presentation of the product alongside clear, legible text. The image treatment includes soft, diffused lighting and neutral color grading. Typography is integrated in a large, clear, and legible format. The style is clean and simple and likely designed to be scannable in-feed. # Hooks Headline: We did the math for you # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed is the difficulty in calculating the cost and quantity of diapers needed, especially for new parents. The ad claims "We did the math for you" to show it understands this pain point. # Value propositions - Cost per diaper stated. - Clarity in pricing and quantity. - Saving time by doing the math for the consumer. # Benefits - Cost Savings - One pack will last approximately one month # Features - One pack = 198 Diapers - 7 Changes/Day - Cost Per Diaper = 48¢ Per Diaper - *Based on Size 1 # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad presents the brand's point of view throughout, as they provide calculations and information about their diaper product. # Storyline - The ad presents the claim "We did the math for you", suggesting the brand is saving the consumer time and effort. The intention is to position the brand as helpful and understanding of the needs of parents. The story is being told from the brand's perspective, as they are presenting the information. - The ad presents a mathematical breakdown of "ONE PACK", equating to "198 DIAPERS". This is intended to give an immediate understanding of the quantity the customer would get. This is from the brand's perspective, presenting factual information. - The ad calculates "198 DIAPERS = 7 CHANGES/DAY", showing diaper usage per day and how many diapers one pack includes. This is to present the usefulness of one pack. This is again the brand's perspective. - The ad equates "7 CHANGES/DAY = ~1 MONTH OF DIAPERS", showing how long a pack would last. This is to make clear the usefulness of the item in question. This is from the brand's perspective. - Finally, the ad states "COST PER DIAPER = 48¢ PER DIAPER", to show exactly how much each diaper costs. This is to clarify the potential cost savings to the consumer. This is from the brand's perspective.

# Ad summary This ad for Coterie highlights the bonuses of the diaper subscription service, including 24/7 text concierge, size assist to find the perfect fit, and a trial pack of the next size up. # Brand positioning Coterie is presented as a modern, premium brand in the baby care market, specifically for diapers. The brand uses a clean, minimalist aesthetic with a simple logo to convey a sense of sophistication and quality. Positioning itself as a provider of luxury baby products, Coterie focuses on providing convenient support to parents through features like 24/7 text concierge, which suggests a commitment to customer service and ease of use. The brand targets parents who value premium, high-quality products and appreciate additional support and convenience in managing their baby care needs. # Product The product is Coterie The Diaper, available through a subscription service. The diapers are white and come in various sizes, as indicated by the number '3' on the packaging. The ad highlights several key features of the subscription service including 24/7 text concierge for easy changes, size assist to help find a perfect fit, and a trial pack of the next size up. The service addresses potential purchase barriers by offering support for finding the right fit and managing size transitions as the baby grows. The ad focuses on the convenience and support provided by the subscription service, emphasizing that the diapers come with added benefits designed to make parents' lives easier. # Visual style The ad utilizes a clean and minimalist aesthetic. The production quality is highly polished, with studio-shot lighting and careful product placement. The visual motifs include a grid layout for the feature callouts and a focus on a clean background to emphasize the product. The image treatment involves background blurring and color grading to create a soft, inviting feel. The typography is clean and legible, and the overall style feels native to a platform like Instagram, where simplicity and clear product presentation are effective. # Hooks Headline: Your Coterie Bonuses # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the difficulty parents face in managing diaper changes and ensuring the right fit as their baby grows. This is signaled by the inclusion of "24/7 text concierge for easy changes" and "Size assist to help find a perfect fit,". # Value propositions - 24/7 text concierge for easy changes - Size assist to help find a perfect fit - Trial pack of the next size up - *Comes with your first subscription box # Benefits - Easy changes - Help find a perfect fit # Features - 24/7 text concierge - Size assist - Trial pack of the next size up # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand uses the top caption, feature callouts, product display, and the asterisked statement at the bottom to communicate key benefits and features of the Coterie diaper subscription service. # Storyline - The ad begins by listing the benefits of the Coterie subscription, including '24/7 text concierge for easy changes', 'Size assist to help find a perfect fit,' and 'Trial pack of the next size up'. The brand is communicating the value of the subscription, which is designed to be convenient and supportive for parents. - The ad shows the Coterie diaper packaging, along with a stack of diapers, with the intent to showcase the physical product that the subscription service delivers. The brand wants to highlight the quality and appearance of the diapers themselves. - The ad concludes with the statement '*Comes with your first subscription box', reinforcing that these bonuses are included with the initial purchase. This detail is included to clarify that the mentioned benefits are part of the first experience with the subscription, driving viewers to start a subscription.

# 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 # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the common pain point for parents: difficulty ensuring the right diaper fit and needing assistance or guidance in diaper-related issues. The visual of different sized diapers and text about finding a perfect fit signal this frustration. # Value propositions - 24/7 text concierge for easy changes - Size assist to help find a perfect fit - Trial pack of the next size up # Benefits - Easy changes - Help find a perfect fit # Features - 24/7 text concierge - Size assist - Trial pack of the next size up - Comes with your first subscription box # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image showcases the brand's products and additional services, emphasizing their value to potential customers. # 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 This ad features a mom influencer reviewing Coterie diapers. She addresses the problem of newborn sleep issues and promotes the product as the solution to getting a good night's sleep, while also highlighting the perks of a Coterie subscription. # Brand positioning Coterie positions itself as a premium diaper brand focused on high-performance and comfort for babies, addressing the pain points of parents struggling with newborn sleep. They aim to occupy the space of high quality and convenience, promising better sleep and fewer leaks than traditional brands, while encouraging subscription for added benefits. The brand pushes against category norms of mass-market disposable diapers by offering more absorbent and comfortable diapers to justify a higher price point, all while focusing on a functional and lifestyle-based emotional appeal to parents. # Product Coterie diapers are presented as an advanced, highly absorbent diaper designed for optimal comfort and convenience. The ad emphasizes the diaper's absorbency, which can allow both baby and mother to sleep through the night, as well as the perfect fit to prevent middle-of-the-night leaks or blowouts. The product addresses the challenge of frequent diaper changes and disrupted sleep schedules by offering a diaper that claims to need to be changed less often, promoting both comfort and better rest for the baby, and more uninterrupted sleep for the parent. A subscription provides additional perks like 10% off your order and a free trial pack of the next size up. # Visual style The ad features a UGC-style aesthetic with natural lighting and casual home environments, creating a sense of authenticity and relatability. The editing style incorporates quick cuts to keep the pace energetic and engaging. The overall production quality leans toward a hybrid approach, blending polished commercial elements with the raw feel of user-generated content, and the visuals are timed to match the rhythm of the music. # Hooks Spoken: Turns out the secret to better sleep wasn’t the $2,000 bassinet everyone recommended. Text overlay: Sleeping 8 hrs/night with a newborn?!?!* / $95 a month for diapers? Is it actually worth it? (Comment) / Turns out the secret / *individual results may vary / wasn’t the $2,000 bassinet / everyone recommended. Visual: 00:00–00:02 Interior bedroom with muted colors. A woman with dark hair sits in an armchair, cradling a baby and feeding them a bottle. To the left of the frame, a comment from emma.geller reads, “$95 a month for diapers? Is it actually worth it?” The timestamp 2025-11-09 09:05:28 is visible in the top left corner. / 00:02–00:04 A woman stands in a light grey crib, placing a baby inside. The timestamp 2025-11-09 09:05:28 is visible in the top left corner. # Funnel stage Consideration # Pain points The central frustration is the lack of sleep and constant disruptions that new parents face due to diaper leaks, blowouts, and the need for frequent changes. This is highlighted by the initial question: "Sleeping 8 hrs/night with a newborn?!?!*” # Value propositions - The price is worth it for me to get 9 hours of sleep. - So they're even cheaper. # Benefits - Get 9 hours of sleep - He stays comfortable all night - Haven’t had one middle-of-the-night leak or blowout - Can actually use fewer diapers now - Lasts me way longer - Protect your peace # Features - Super absorbent - Fits perfectly # Call to action Try Coterie. # Social proof - “I haven’t had one middle-of-the-night leak or blowout.” – Female 1 (Creator) - “I forgot how good life feels when you actually sleep through the night.” – Female 1 (Creator) - “One pack of Coterie lasts me way longer.” – Female 1 (Creator) # Point of view - Customer 100% – The ad is presented entirely from the perspective of a mother reviewing a product she uses. # Storyline - 00:00–00:01 The ad opens with a question about whether it is possible to get 8 hours of sleep at night with a newborn. - 00:01–00:05 The creator then reveals that the secret is not an expensive bassinet, but the right diaper. - 00:05–00:11 She introduces Coterie diapers, highlighting that they only cost about 50 cents a night, and the price is worth it for her to get 9 hours of sleep. - 00:11–00:18 The creator proceeds to highlight the qualities of the diaper, saying that it is super absorbent, comfortable all night, and fits perfectly, so she hasn't had one middle of the night leak or blowout. - 00:18–00:21 She continues her review, stating that she forgot how good life feels when you actually sleep through the night. - 00:21–00:27 The creator goes on to say that Coterie diapers are so good that she can use fewer diapers. One pack lasts longer, and is therefore even cheaper. - 00:27–00:36 Finally, the ad wraps up by presenting an offer of 10% off your order when you subscribe, with a bunch of perks, including a free trial pack of the next size up.

# Ad summary This ad is for Coterie brand diapers, wipes, and diaper rash cream. It is targeted towards expecting mothers and highlights the brand's commitment to gentle and effective baby care. # Brand positioning Coterie is presented as a premium brand in the baby care market, specifically focusing on diapers, wipes, and diaper rash cream. The brand emphasizes the use of high-quality materials, such as TCF (totally chlorine-free) pulp, and positions itself as a gentle and effective choice for baby care. The brand aims to occupy a space in the consumer's mind as a provider of safe and reliable products that prioritize the baby's well-being. Coterie aligns with values of health, safety, and gentleness, promoting a lifestyle of conscious and caring parenting. The brand pushes against category norms by focusing on premium materials and dermatologist-tested products, suggesting a higher standard of care compared to competitors. # Product The ad features Coterie's diapers, wipes, and diaper rash cream. The diapers are highlighted as the '#1 SELLING DIAPER MADE WITH TCF PULP,' emphasizing their chlorine-free composition. The wipes are labeled as 'Super Soft' and are promoted as 'EVEN GENTLE ENOUGH FOR FACES,' indicating their mildness and versatility. The diaper rash cream is presented as a solution that 'HELPS PREVENT DIAPER RASH,' addressing a common concern for parents. The products are designed for parents who seek gentle, safe, and effective solutions for their baby's care. The ad addresses the purchase barriers by highlighting the quality and safety of the ingredients, as well as the dermatologist-tested nature of the products. The ad aims to convince viewers that Coterie products are worth trying or buying due to their premium quality and effectiveness in preventing diaper rash and providing gentle care. # Visual style The ad features a clean and minimalist visual style with a focus on product presentation. The production quality is high, with studio-shot lighting and a neutral background. The visual motifs include a flatlay arrangement of the products on a wooden surface. The image treatment is clean, with natural color grading and minimal retouching. The typography is integrated in a simple and legible manner. The overall style is designed to be scannable and appealing in-feed. # Hooks Headline: Expecting Mom Starter Pack # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of diaper rash and the need for gentle and safe baby care products. "HELPS PREVENT DIAPER RASH**" # Value propositions - TCF pulp diapers for sensitive skin - Super soft wipes gentle enough for faces - Diaper rash cream to help prevent diaper rash # Benefits - Chlorine-free diapers - Super soft wipes - Diaper rash prevention # Features - #1 SELLING DIAPER MADE WITH TCF PULP - EVEN GENTLE ENOUGH FOR FACES - HELPS PREVENT DIAPER RASH # Call to action None used. # Social proof - #1 SELLING DIAPER MADE WITH TCF PULP # Point of view - Brand: The entire ad is presented from the brand's point of view, showcasing the products and their benefits to potential customers. # Storyline - The ad opens by introducing the 'Expecting Mom Starter Pack,' immediately targeting expectant mothers and positioning the products as essential for new parents. This is told from the brand's perspective, aiming to capture the attention of the target audience and establish the ad's focus. - Next, the ad highlights the diapers as the '#1 SELLING DIAPER MADE WITH TCF PULP,' emphasizing their popularity and the use of high-quality materials. This is told from the brand's perspective, aiming to build trust and showcase the product's unique selling point. - The ad then promotes the wipes as 'EVEN GENTLE ENOUGH FOR FACES,' indicating their mildness and versatility. This is told from the brand's perspective, aiming to address concerns about skin sensitivity and broaden the product's appeal. - Finally, the ad presents the diaper rash cream as a solution that 'HELPS PREVENT DIAPER RASH,' addressing a common concern for parents. This is told from the brand's perspective, aiming to provide a practical solution and reassure parents about the product's effectiveness.

# Ad summary This ad promotes Coterie diapers and wipes, highlighting a bonus offer of a free trial pack of the next size up with the first box purchase. The ad features an organized drawer filled with Coterie products, emphasizing the convenience and value of the subscription service. # Brand positioning Coterie is presented as a premium brand in the baby care market, specifically focusing on diapers and wipes. The brand emphasizes quality and convenience through its subscription service. The ad positions Coterie as a provider of essential baby products, highlighting the benefit of receiving a free trial pack of the next size up, suggesting a focus on anticipating the needs of growing babies and providing value to parents. # Product The ad features Coterie diapers and wipes. The diapers are packaged in white packs with the brand name and "The Diaper" printed on them, along with a number indicating the size (3 and 4). The wipes are available in two varieties: "99% water" wipes in a light blue pack and "Replenish" wipes in a dark blue pack. The wipes are packaged in resealable packs to maintain moisture. The ad highlights the convenience of having these products delivered regularly through a subscription service, and the added value of receiving a free trial pack of the next diaper size up with the first box. # Visual style The ad features a clean, organized, and well-lit product display. The production quality is high, with a focus on showcasing the products in an appealing and practical setting. The visual motifs include a focus on neatness and organization, suggesting convenience and preparedness. The image treatment includes bright lighting and natural colors, creating a sense of freshness and cleanliness. The typography is simple and legible, ensuring clear communication of the offer. # Hooks Headline: Your first box bonus # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of parents needing to constantly purchase new diaper sizes as their baby grows. The offer of a "FREE TRIAL PACK OF THE NEXT SIZE UP" aims to alleviate this concern by providing a free sample of the next size, ensuring parents are prepared. # Value propositions - Convenience of subscription service - Added value of free trial pack - Preparedness for growing babies # Benefits - Free trial pack of the next size up with new diaper or pant subscription # Features - Coterie diapers - Coterie 99% water wipes - Coterie Replenish wipes # Call to action None used. # Social proof - None used. # Point of view - Brand: The offer of a free trial pack of the next size up is presented from the brand's perspective, aiming to attract new customers and promote the subscription service. - Customer: The organized drawer filled with Coterie products is shown from the customer's perspective, highlighting the convenience and preparedness that the products offer. # Storyline - The ad opens with a shot of an open drawer filled with Coterie diapers and wipes, neatly organized. This is intended to showcase the variety of products available and the convenience of having them readily accessible. The perspective is from an observer looking into the drawer, creating a sense of order and preparedness. - The ad highlights the offer of a free trial pack of the next size up with the first box. This is intended to incentivize new customers to try the subscription service by providing added value and addressing the potential concern of needing to purchase new sizes as the baby grows. The perspective is from the brand, promoting a special offer to attract new subscribers. - The ad concludes with a small-print disclaimer about the free trial pack being included with a new diaper or pant subscription. This is intended to provide full transparency about the terms of the offer. The perspective is from the brand, ensuring clarity and managing expectations.

# Ad summary This ad showcases a variety of baby care products from Coterie, including diapers in different sizes, wipes, and a bun balm, arranged in a visually appealing manner to highlight the range of products available. # Brand positioning Coterie presents itself as a premium brand in the baby care market, offering high-quality diapers, wipes, and skincare products like their bun balm. The brand's positioning emphasizes gentle care for babies with a focus on superior materials and thoughtful design to cater to parents who want the best for their child's comfort and well-being. Coterie aims to stand apart by offering hypoallergenic and gentle products, without making any direct comparisons to competitor brands, and aligns with values of premium quality and attentive care for infants. # Product The ad showcases a variety of Coterie baby care products. The diapers, available in sizes Newborn, 1, 2, 3, 4, 5, and 6, are packaged in simple white wrappers with the brand name and size clearly displayed. These diapers aim to provide a comfortable and secure fit for babies as they grow. The wipes are shown in a blue package and claim to be 99% water, suggesting a gentle and effective cleaning solution. The bun balm, packaged in a white jar, is positioned as a soothing skincare product for babies, potentially addressing discomfort or irritation. Together, these products create a comprehensive set of baby essentials that cater to different needs and stages of infant care, suggesting that they are worth trying for their premium quality and specialized features. # Visual style The ad features a clean and minimalist aesthetic with a focus on showcasing the product range in a visually appealing manner. The production quality appears to be studio-shot, with consistent lighting and color grading to maintain a cohesive look. The product arrangement is organized in a grid-like layout, allowing for easy scannability. The background color is a soft tan, which creates a warm and inviting feel, contrasting the stark white packaging of most products. The typography is simple and legible, contributing to the overall clarity and professionalism of the ad. This style aims to convey a sense of trust and reliability, while also highlighting the brand's attention to detail and quality. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Comprehensive baby care product line: Diapers in multiple sizes, wipes, and bun balm to meet all needs. - Convenience and simplicity: One-stop shopping for essential baby care items. # Benefits - Convenient range of diaper sizes to fit growing babies - Offers various wipes that ensure clean and gentle care - Provides soothing bun balm for sensitive skin # Features - Diapers available in sizes Newborn, 1, 2, 3, 4, 5, and 6 - Wipes - Bun Balm # Call to action None used. # Social proof - None used. # Point of view - Brand: The overall image layout serves to showcase the range of products that Coterie offers, emphasizing the variety in sizes and types of baby care items available. # Storyline - The ad begins with an assortment of Coterie products laid out on a light yellow backdrop. The brand is introducing its product range, including diapers of different sizes, wipes, and a bun balm. The intention here is to display the variety of items available, and the audience experiences this from the brand's perspective, showing its comprehensive baby care solutions. - The products are arranged in a way that highlights each item individually, with a focus on the product names and sizes. This part of the ad is meant to inform viewers about the options they have when choosing Coterie products. The audience sees this from the brand's perspective, as it showcases the breadth of its offerings. - Each product has its name and size underneath, making it easy for viewers to understand what each item is and who it’s for. This is meant to clarify the specific uses of each product and reduce any confusion about the range. The audience experiences this from a customer perspective, gaining clarity on the options available.

# Ad summary This image ad is for Coterie diapers. It breaks down the cost and quantity of the diapers per pack to show the consumer the value. # Brand positioning Coterie positions itself as a transparent and value-driven diaper brand by breaking down the cost per diaper and the total number of diapers in each pack. The brand aims to instill confidence in parents by highlighting the quality and quantity they receive, justifying the cost. By clearly communicating value, Coterie aims to occupy a space in the consumer's mind as a reliable and cost-effective option in the premium diaper market. # Product Coterie Diapers are presented as a cost-effective and practical solution for parents. The ad emphasizes that one pack contains 198 diapers, which equates to approximately one month's supply based on an average of seven changes per day. The ad explicitly addresses the cost factor by stating that each diaper costs 48¢ per diaper. These details highlight the product's value and convenience, aiming to convince potential buyers that Coterie offers both quality and quantity for the price. # Visual style The ad has a clean and informative visual style. The product is presented in a straightforward manner against a simple background. The color palette is soft and muted, creating a calm and trustworthy tone. # Hooks Headline: We did the math for you # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses concerns about the cost and quantity of diapers needed for a baby. It directly addresses how much parents will need. # Value propositions - Transparent Pricing: "COST PER DIAPER = 48¢ PER DIAPER" - Bulk Quantity: "ONE PACK = 198 DIAPERS" provides a clear understanding of how many diapers are included. # Benefits - Cost savings per diaper - Convenience with a month's supply in one pack # Features - ONE PACK = 198 DIAPERS - 7 CHANGES/DAY = ~1 MONTH OF DIAPERS - COST PER DIAPER = 48¢ PER DIAPER # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is informing the consumer about the cost and quantity of diapers. # Storyline - The ad begins with a question that grabs the viewer's attention and introduces the main topic: diaper pricing. The brand presents the question, setting up the ad's main objective to answer a common consumer concern. - Next, the brand provides a breakdown of the diaper quantity and usage, highlighting that one pack contains 198 diapers, which translates to about one month's worth of diapers. This data serves to illustrate the value of the product, making the offering more understandable. - Finally, the ad states the cost per diaper, reinforcing the value proposition. The brand communicates the final answer, providing clear and concise pricing information to the viewer, reinforcing the product's worth.

# Ad summary A product ad promoting various baby products from Coterie. Included are diapers, wipes, and bun balm. # Brand positioning Coterie is a baby care brand that prioritizes high-quality products designed to provide the best care for babies. The brand is positioned as a premium option, with a focus on gentle and effective solutions for diapering and skincare needs. Coterie aims to be a trusted partner for parents seeking the best for their children, emphasizing safety, comfort, and performance in their product offerings. The brand seemingly ignores low-cost competitor brands and is squarely focused on appealing to the parents who want the very best for their baby. # Product The ad showcases several Coterie baby care products. Coterie "The Diaper" is presented in individual white packages, each labeled with a different number (1-7 and N). Coterie "The Soft Wipe" is a package of super soft wipes in blue packaging with a white wipe visibly pulled out. Coterie "The Wipe" is advertised as being 99% water and comes in a semi-transparent package. Coterie "Bun Balm" is presented in a white jar. # Visual style The ad has a clean and minimalist aesthetic, utilizing a light beige background with white-bordered product images arranged in a scattered yet organized manner. The layout is flat and studio-shot. Each product is clearly labeled. The overall effect is designed to be scannable and showcase the brand's product line in a visually appealing way. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - 99% water: Feature of wipes # Benefits - Super Soft # Features - 99% water # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image presents the brand's perspective by showcasing its product range and highlighting individual items. The overall presentation and layout serve to introduce and familiarize the viewer with the Coterie brand and its offerings. # Storyline - The ad is presenting a curated selection of Coterie baby care products. This is intended to create a sense of completeness and show the range of products available from the brand from the brand's perspective. - Each product is individually highlighted with its name. The intent is to familiarize the viewer with each product in the Coterie line. The POV is from the brand, introducing its product range. - The numbered diapers are included to show the progression of diaper sizes from newborn to size 7. The brand is presenting all sizes for the customer.

# Ad summary This image ad highlights the features of Coterie diapers, using a math equation to present a cost analysis. # Brand positioning Coterie positions itself as a premium diaper brand, focusing on quality and convenience for modern parents. The brand emphasizes simplifying the complexities of baby care by providing clear, value-driven information, such as cost per diaper, ensuring parents feel informed and confident in their choice. With a focus on essential baby care products, Coterie aligns with a lifestyle that values efficient and effective solutions for everyday parenting needs. # Product The ad promotes Coterie diapers and Super Soft wipes, both designed for babies. The diaper packs are shown in white packaging with the brand name and product name clearly labeled, alongside a large letter 'N' and the number '1', indicating the size. The diapers are marketed as a high-quality product designed for comfort and effectiveness. The Super Soft wipes come in blue plastic packaging, promising a gentle cleaning experience. The ad provides a cost breakdown, stating that each diaper costs 48¢ per diaper, based on one pack containing 198 diapers, which lasts approximately one month with 7 changes per day. This approach aims to address cost concerns and highlight the value of the product by presenting a clear and appealing economic rationale. # Visual style The ad features a clean, minimalist aesthetic with a focus on presenting information clearly. The production quality appears to be studio-shot, with soft, even lighting. The visual motifs include a straightforward grid layout and simple product placement, emphasizing clarity and scannability. # Hooks Headline: We did the math for you # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of parents needing to calculate the cost and quantity of diapers required for a month, which can be time-consuming and confusing. # Value propositions - Clear cost analysis to help parents make informed purchasing decisions. # Benefits - One pack lasts ~1 month of diapers (based on 7 changes/day) # Features - One pack equals 198 diapers - Cost per diaper: 48¢ # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is telling the customer about the amount of diapers per pack, changes per day, and cost per diaper. # Storyline - The ad begins by presenting a cost analysis in the form of math equations. It clarifies the quantity of diapers in one pack, the daily usage, and the estimated monthly supply, which is shared from the brand's perspective. This is included to provide a clear, value-driven assessment of the product's cost-effectiveness. - The equations continue by calculating the cost per diaper, framed from the brand's perspective. This is included to further emphasize the product's value proposition in simple and direct terms.

# Ad summary A collage-style ad showcasing Coterie diapers and wipes. The ad highlights that Coterie is the #1 selling TCF (Totally Chlorine Free) diaper brand, and includes various images of the product in use. # Brand positioning Coterie is presented as a premium diaper brand focused on providing products that are not only effective but also environmentally conscious. The brand's positioning is reinforced through the emphasis on being the '#1 Selling TCF Diaper,' highlighting its commitment to totally chlorine-free wood pulp diaper sales. This suggests a focus on purity, safety, and environmental responsibility, appealing to parents who prioritize natural and gentle materials for their babies. Coterie aims to occupy a space in the consumer's mind as a leader in eco-friendly diapering solutions, catering to those who seek premium and sustainable options. # Product The ad features Coterie diapers and wipes, emphasizing their commitment to safety and environmental responsibility. Coterie diapers are highlighted for being the '#1 Selling TCF Diaper,' indicating they are made with totally chlorine-free wood pulp, catering to parents seeking eco-conscious options. The diapers are white, and come in packaging that indicates the size using a number. The wipes come in a soft pack. The overall presentation is clean and gentle, which reinforces the brand's commitment to natural and gentle baby care. # Visual style The ad has a clean, bright, and inviting visual style. The overall production quality appears to be a mix of lifestyle shots and product photography, creating a sense of authenticity and trustworthiness. The use of a photo collage gives it a platform-native feel. The typography is simple and easy to read, making it highly scannable and easy to understand the information being presented. # Hooks Headline: #1 Selling TCF Diaper* # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the concerns of parents who are looking for safe and eco-friendly diaper options, as many traditional diapers contain chlorine and other harmful chemicals. # Value propositions - Being the #1 selling TCF diaper implies trust and reliability due to its popularity among consumers. # Benefits - Totally chlorine free wood pulp diaper sales # Features - TCF Diaper # Call to action None used. # Social proof - "#1 Selling TCF Diaper*" - The ad uses the claim of being the #1 selling diaper to build trust and credibility with potential customers. # Point of view - Brand: The headline and the footer share information about the Coterie brand being #1 in its category. # Storyline - The ad starts with the bold claim that Coterie is the '#1 Selling TCF Diaper.' The intention is to immediately grab the viewer's attention and establish Coterie as a leading brand in the diaper market. The brand is making this claim to build trust and credibility. - Various images are shown of Coterie diapers and wipes, both in their packaging and in use on babies. The intention is to showcase the product in different settings and use cases, highlighting its versatility and appeal to a broad audience. The audience is seeing the product from the perspective of a potential customer. - The ad ends with a disclaimer stating that the '#1 Selling TCF Diaper' claim is based on Nielsen data for the last 52 weeks of totally chlorine-free wood pulp diaper sales in all US outlets. The intention is to provide transparency and validate the earlier claim with verifiable data. The external source (Nielsen) is providing this context.

# Ad summary This ad promotes the Coterie diaper subscription service by highlighting the bonuses that come with it. It features a stack of diapers, wipes, and text callouts for 24/7 text concierge support, free shipping, and more. # Brand positioning Coterie is presented as a premium diaper brand focused on quality and customer support. The emphasis on a subscription model with added bonuses like 24/7 text concierge support and size assistance suggests a commitment to personalized customer care and convenience. This positions Coterie against standard brands by offering a more luxurious, service-oriented experience. # Product The ad features Coterie diapers and 99% water wipes. The diapers are packaged in a white, square package and appear to be high-quality. The wipes are in a soft pack. The subscription service is promoted with added bonuses like 24/7 text concierge support, free shipping, 10%+ off, a trial pack of the next size up, and size assistance to help find the perfect fit. These features address common parental concerns such as convenience, cost savings, and ensuring the right fit for their baby. # Visual style The ad has a clean and straightforward visual style. The product is well-lit and prominently displayed on a blurred background. The color palette is soft, which gives a modern and approachable feel. The product is the focus, which draws attention to the offering. # Hooks Headline: Your Coterie Subscription Bonuses # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the potential frustration of parents needing assistance, finding the correct size, and wanting to save money on diapers by offering 24/7 support, size assistance, discounts, and free shipping. # Value propositions - 24/7 text concierge support - Free shipping - Size Assist to help you find the perfect fit - 10%+ off - Trial pack of the next size up # Benefits - 24/7 text concierge support - Free shipping - Size Assist - 10%+ off - Trial pack # Features - 24/7 text concierge support - Free shipping* - Size Assist to help you find the perfect fit - 10%+ off - Trial pack of the next size up** # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is highlighting the benefits and features of its Coterie subscription service to showcase the value it offers to potential customers. # Storyline - The ad opens by stating, 'Your Coterie Subscription Bonuses.' This is intended to grab attention by immediately highlighting the value that the customer will receive. This is being told from the perspective of the brand. - The ad continues to highlight the features of the service using checkmarks such as '24/7 text concierge support,' 'Free shipping*,' 'Size Assist to help you find the perfect fit,' '10%+ off,' and 'Trial pack of the next size up**'. This provides information for why the subscription is worth it. This information is conveyed from the brand's POV. - The product, diapers and wipes, are displayed to show exactly what the customer is purchasing. This reinforces the value proposition and offers additional information. This is being shown from a third person perspective. - The ad closes with the statement '*When bundled with wipes' and '**With your first box'. This is to clarify the terms and conditions associated with the bonuses. This is from the perspective of the brand.

# Ad summary This in-feed image ad promotes Coterie's auto-renew program by highlighting bonuses like 24/7 text support, discounts, free shipping, trial packs, and size assistance. # Brand positioning Coterie is presented as a premium diaper subscription service, offering not just diapers but a supportive experience for parents. The brand emphasizes convenience and personalized support through features like 24/7 text concierge support and size assistance. Coterie positions itself as a reliable partner in parenting, aiming to alleviate common pain points associated with diapering and ensuring a comfortable fit for the baby. # Product The ad showcases Coterie diapers and wipes, highlighting the benefits of the brand's auto-renew program. The diapers are described implicitly by the 'Size Assist' feature, implying a focus on proper fit and comfort. The wipes are labeled as '99% water,' emphasizing purity and gentleness for the baby's skin. The auto-renew program itself is presented as a solution to ensure parents never run out of essential baby supplies, while also offering additional perks like free shipping, discounts, and trial packs in the next size up. # Visual style The ad features a clean and product-focused aesthetic. The shot is brightly lit and well-composed, emphasizing the products and their packaging. The use of a flat lay and soft lighting gives a modern and approachable feel. The visual style appears to be highly polished and professionally produced. # Hooks Headline: Your Coterie Auto-Renew Bonuses # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the need for parents to keep diapers readily available. The ad aims to alleviate the worry that parents will run out of diapers. # Value propositions - Bundling of wipes with your first box. # Benefits - 10%+ off # Features - 24/7 text concierge support - Free shipping* - Size Assist to help you find the perfect fit - Trial pack of the next size up** # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad focuses on the value proposition of the Coterie auto-renew program and the features included with a subscription. # Storyline - The ad opens by immediately highlighting 'Your Coterie Auto-Renew Bonuses'. This acts as the main value proposition, drawing attention to the benefits of subscribing. The brand is telling the audience what they will gain with their subscription. - Next, the ad provides a bulleted list of bonuses, including '24/7 text concierge support,' '10%+ off,' 'Free shipping*,' 'Trial pack of the next size up**,' and 'Size Assist to help you find the perfect fit'. Each bullet point clarifies the specific advantages of the auto-renew program. The brand is explaining the perks to its audience. - Finally, the ad shows images of the Coterie diaper and wipes packaging in a flat lay. It serves as a visual reference of the product, while the text at the bottom clarifies that the wipes are bundled with the first box. From the brand's perspective, this is a way to show what the customer will get.

# Ad summary This Coterie ad uses a product shot of stacked diapers to promote their auto-renew program with a list of perks that are included, such as 10% off, 24/7 text concierge support, and free shipping. # Brand positioning Coterie is positioned as a premium brand in the baby care market, specifically targeting parents who value quality, convenience, and personalized support. The brand emphasizes a commitment to providing superior products and services that cater to the needs of both babies and parents, aiming to occupy a space in the consumer's mind as a trusted and reliable partner in childcare. Coterie promotes a lifestyle of ease and efficiency, ensuring that parents can access high-quality baby products with the added benefits of cost savings, dedicated customer support, and hassle-free delivery. By offering exclusive perks like discounts, around-the-clock text support, and complimentary shipping, Coterie enhances the overall customer experience and differentiates itself from standard competitors. # Product The product featured is Coterie's diapers, presented in a pristine stack that highlights their quality and absorbency. These diapers are for parents seeking reliable, high-performance baby care essentials. The ad showcases the benefits of Coterie's auto-renew program, which includes perks like "10%+ off", "24/7 text concierge support", and "Free shipping". Additionally, the ad mentions a "Trial pack of the next size up" and "Size Assist to help you find the perfect fit", which addresses common purchase barriers by ensuring parents can easily manage diaper sizes as their baby grows. The ad communicates that Coterie diapers are worth buying for their convenience, cost savings, and superior customer support. # Visual style The ad features a clean, minimalist studio shot with high production quality, focusing on the product's features and benefits. The visual motif uses a single, straightforward product shot, paired with clear, legible text. The image treatment includes soft, directional lighting and subtle drop shadows to enhance depth. This style, while not overtly platform-native, uses a simple and direct approach that ensures high scannability in-feed. # Hooks Headline: Your Coterie Auto-Renew Bonuses # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of diaper sizing challenges as babies grow, with the text elements: "Trial pack of the next size up**" and "Size Assist to help you find the perfect fit." # Value propositions - 10%+ off provides cost savings and makes premium diapers more affordable. - 24/7 text concierge support offers personalized assistance, enhancing customer satisfaction and loyalty. - Free shipping* adds convenience and reduces overall purchasing costs. - Trial pack of the next size up** ensures proper fit and reduces waste as babies grow. - Size Assist to help you find the perfect fit reduces uncertainty and ensures optimal comfort for the baby. # Benefits - 10%+ off - 24/7 text concierge support - Free shipping* - Trial pack of the next size up** - Size Assist to help you find the perfect fit # Features - 10%+ off - 24/7 text concierge support - Free shipping* - Trial pack of the next size up** - Size Assist to help you find the perfect fit # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's POV is present in the headline and in the disclaimer at the bottom of the ad, both of which deliver key information about the auto-renew bonuses and any conditions attached to them. - Customer: The customer's POV is present in the list of bonuses that are mentioned in the middle of the advertisement. This offers the benefits from the consumer's perspective. # Storyline - The image opens by showcasing the benefits of Coterie's auto-renew program, presenting it as a premium service that enhances the customer experience. This is told from the brand's perspective to draw the viewer into the advertisement. - The image then lists the bonuses of the program and these value propositions are listed from the customer's POV. The auto-renew program provides 10% off, 24/7 concierge support, free shipping, a trial pack of the next size up, and size assist to help you find the perfect fit. - The image closes with the caveat for the free shipping perk in a small font at the bottom. This is told from the brand's perspective to set expectations.

# Ad summary This image ad promotes the Coterie brand's auto-renew program by listing its perks like 24/7 support, free shipping, and discounts on the next size up, encouraging parents to stay subscribed. The visual presentation is clean and straightforward, highlighting the convenience and value of the subscription service. # Brand positioning Coterie is positioned as a premium brand in the baby care market, focusing on high-quality diapers and related products. The brand aims to occupy the space of superior comfort, convenience, and care for babies. By offering features like 24/7 text concierge support and size assistance, Coterie emphasizes a commitment to customer service and ensuring the best fit for babies. This positions them apart from standard, mass-market diaper brands by focusing on a personalized and supportive experience for parents, aligning with values of quality and attentiveness to individual customer needs. # Product The featured product is Coterie diapers, specifically promoted as part of an auto-renew subscription. These diapers are depicted as white with thin, vertical line texturing. They feature the brand name "Coterie" printed on the front. The ad highlights the convenience and cost-saving benefits of the auto-renew program, such as 24/7 text concierge support for assistance, size assist to help find a great fit, free shipping, and bonuses like a trial pack of the next size up and 10%+ off. These aspects are aimed at addressing common pain points for parents, such as ensuring the right fit, managing diaper sizes as the baby grows, and saving time and money through a convenient subscription service. # Visual style The ad has a clean and minimalist visual style, employing a light-blue color scheme that creates a calming and trustworthy feel. The product is displayed prominently against a solid background. The layout is simple and direct, featuring bullet-point style features and benefits for easy readability. The image treatment includes soft lighting and a focus on clarity, which enhances the perceived quality and reliability of the product. This design is well-suited for capturing attention in a fast-scrolling feed due to its simplicity and clear messaging. # Hooks Headline: Your Coterie Auto-Renew Bonuses # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of parents struggling to find the right diaper size and needing continuous support and savings. This is signaled through the offers of 'Size Assist to help you find a great fit' and '24/7 text concierge support'. # Value propositions - 24/7 text concierge support for assistance - Size Assist to help you find a great fit - Free shipping* when bundled with wipes - Trial pack of the next size up** with your first box - Bonus 10%+ off on auto-renew # Benefits - Help you find a great fit - Bundled with wipes - With your first box # Features - 24/7 text concierge support - Size Assist - Free shipping* - Trial pack of the next size up** - Bonus 10%+ off # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the image, the brand is presenting the benefits and features of the Coterie auto-renew program, focusing on the value proposition to potential customers. # Storyline - The ad starts by announcing 'Your Coterie Auto-Renew Bonuses' at the top, aiming to immediately capture attention and highlight the main offer. This opening is from the brand's perspective, designed to inform the audience about the advantages of subscribing to Coterie's auto-renew service. - Below, the ad lists several key benefits with checkmarks beside them: '24/7 text concierge support', 'Size Assist to help you find a great fit', 'Free shipping*', 'Trial pack of the next size up**', and 'Bonus 10%+ off'. The benefits being listed are from the brand's perspective, highlighting what makes the subscription valuable to the customer, emphasizing convenience, support, and savings. - The image of the diaper acts as a central visual element to reinforce the product being offered through the auto-renew service, shown from the brand's perspective, emphasizing the quality and brand identity of Coterie diapers. - Finally, the ad includes fine print '*When bundled with wipes' and '**With your first box'. The asterisk clarifies the conditions for the free shipping and trial pack of the next size up, managing customer expectations and avoiding potential misunderstandings, providing additional information from the brand.

# Ad summary This ad promotes Coterie's subscription service by highlighting the bonuses included with the subscription. # Brand positioning Coterie is presented as a brand offering premium, high-quality diapers through a convenient subscription service. The brand positions itself as attentive to parents' needs, offering value through perks like 24/7 text concierge support and size assistance. By providing added benefits such as free shipping and discounts on larger sizes, Coterie emphasizes a commitment to customer satisfaction and ease of use, aiming to occupy a space in the market that prioritizes both product quality and a supportive customer experience. The brand aligns with a lifestyle of convenience and care, pushing against the norms of standard diaper purchases by focusing on a subscription model. # Product The advertised product is Coterie brand diapers, presented as a premium diapering solution. These diapers are part of a subscription service that offers 24/7 text concierge support, size assistance to help parents find the right fit, free shipping, a trial pack of the next size up, and a 10% discount. The subscription model addresses the need for convenience and cost savings, as indicated by the bonuses. The diapers are implied to be high-quality, and the offer of support and size assistance reduces purchase barriers related to fit and usability. # Visual style The ad has a clean, minimalist aesthetic with a focus on clarity and ease of understanding. The production quality appears high, with a studio-shot image of the diaper set against a soft gradient background. The color palette is light and airy, contributing to a sense of simplicity and sophistication. Typography is integrated cleanly, with clear text and distinct visual hierarchy. The visual style contrasts with the cluttered or cartoonish imagery sometimes associated with baby products, aiming for a more premium feel to increase scannability and stop power in the feed. # Hooks Headline: Your Coterie Subscription Bonuses # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the problem of diaper sizing and the need for continuous support for parents. It implicitly suggests the frustration of ill-fitting diapers and the inconvenience of traditional diaper purchasing. The "Size Assist to help you find a great fit" feature highlights the brand's attention to this common issue. # Value propositions - 24/7 text concierge support: Provides ongoing assistance and convenience for parents. - Size Assist to help you find a great fit: Ensures the diapers fit properly, enhancing comfort and performance. - Free shipping* (When bundled with wipes): Saves money on delivery fees when purchasing wipes. - Trial pack of the next size up** (With your first box): Allows parents to test the next size up, ensuring continued fit as the baby grows. - Bonus 10%+ off: Offers a discount, making the subscription more affordable. # Benefits - Convenience through 24/7 support - Assistance in finding the right fit - Cost savings with free shipping and discounts - Opportunity to try the next size up # Features - 24/7 text concierge support - Size Assist to help you find a great fit - Free shipping* - Trial pack of the next size up** - Bonus 10%+ off - *When bundled with wipes - **With your first box # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, highlighting the benefits of a Coterie diaper subscription and focusing on the perks offered to subscribers. # Storyline - The ad begins by presenting "Your Coterie Subscription Bonuses," immediately drawing attention to the advantages of subscribing to Coterie's diaper service. The brand is communicating the value proposition of its subscription model right away, aiming to entice viewers with the benefits they will receive. The perspective is from the brand, highlighting the appealing aspects of their service. - The ad then lists specific bonuses such as "24/7 text concierge support", "Size Assist to help you find a great fit", "Free shipping*", "Trial pack of the next size up**", and "Bonus 10%+ off", which further explains the perks offered with the subscription. These elements underscore the value of the subscription and reinforce the convenience and cost savings for parents. The brand is outlining the specific advantages of the subscription, focusing on support and savings. The perspective is from the brand, detailing the offerings of their subscription. - Finally, the ad includes disclaimers such as "*When bundled with wipes" and "**With your first box", clarifying the conditions of some of the bonus offers. This is intended to ensure transparency and manage expectations, maintaining trust with potential subscribers. The brand is providing essential context for their offers, aiming to build credibility. The perspective is from the brand, providing additional details about the subscription terms.

# Ad summary This ad promotes Coterie diapers and wipes, using a testimonial from a verified buyer who praises the product's ability to help with their baby's eczema-sensitive skin. The visual arrangement of the products, along with the testimonial, aims to convey trust and efficacy. # Brand positioning Coterie is positioned as a premium brand in the baby care market, particularly focused on diapers and wipes. The brand aligns with values of safety, quality, and effectiveness, especially for babies with sensitive skin conditions like eczema. The products are designed to exceed the category norms, pushing against the standard diaper offerings by providing solutions that specifically cater to delicate skin and prevent diaper rashes. The brand positioning is both functional, with its focus on eczema relief, and emotional, as it assures parents that their baby's skin is well cared for. # Product The ad features Coterie's diapers and 99% water wipes. The diapers are presented in a white, rectangular package with the brand name and "The Diaper" in red and blue lettering, alongside a red number "6," presumably indicating the size. The diapers are designed for babies and aim to provide relief and protection, especially for eczema-sensitive skin. The wipes are packaged in a white, rectangular pack with a blue label that says "Coterie" and "99% water." The ad language addresses the common parental concern of diaper rash and sensitive skin. A key selling point highlighted is the product's ability to prevent eczema-related skin irritations, thereby encouraging parents to try and buy Coterie for their newborns. # Visual style The ad has a clean, well-lit, and inviting visual style. The production quality appears to be high, with attention to detail in the product arrangement and lighting. The visual motif is a flatlay arrangement, which is a common style on social media platforms like Instagram. The image treatment includes soft lighting and color grading, creating a soothing and trustworthy atmosphere. The typography is integrated cleanly, with clear and legible text for the testimonial and product information. Overall, the visual style feels native to social media feeds, making it scannable and likely to catch the viewer's attention. # Hooks Headline: You'll literally never look back # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the common pain point of diaper rashes, especially in babies with sensitive skin or eczema, which can cause discomfort and distress for both the baby and the parents. "I wish I started with Coterie when I had my newborn, it would have saved my eczema-sensitive-skin baby a lot of diaper rashes." # Value propositions - Using Coterie from the start for newborns helps prevent diaper rashes, especially for babies with eczema-sensitive skin. # Benefits - it would have saved my eczema-sensitive-skin baby a lot of diaper rashes. # Features - eczema-sensitive-skin # Call to action None used. # Social proof - "You'll literally never look back. I wish I started with Coterie when I had my newborn, it would have saved my eczema-sensitive-skin baby a lot of diaper rashes." – Zella C. (VERIFIED BUYER) # Point of view - Customer: The testimonial bubble provides the point of view of a verified buyer, Zella C., who shares their positive experience and recommends Coterie for babies with eczema-sensitive skin. - Brand: The visual presentation of the products and their arrangement in the image shows the brand's perspective, highlighting the diapers and wipes in an appealing and trustworthy manner. # Storyline - The ad opens with a visual of Coterie diapers and wipes arranged on a textured surface, conveying a sense of care and attention to detail, aiming to attract the viewer's attention and signal the premium nature of the product. The perspective is from the brand, showcasing the product in an appealing setting. - A customer testimonial is displayed as a speech bubble with a five-star rating, conveying positive feedback and building trust in the product. The reviewer states, "You'll literally never look back," and mentions how using Coterie would have saved their eczema-sensitive-skin baby from diaper rashes. The perspective here is from a verified customer, sharing their personal experience with the product to influence potential buyers. - The visual focus returns to the product packaging, emphasizing the brand and product name, aiming to reinforce brand recognition and provide reassurance to the viewer. The perspective is from the brand, subtly highlighting the key features and branding of the Coterie products.

# Ad summary This ad uses a customer testimonial to highlight the comfort and effectiveness of baby washcloths, emphasizing their softness and ability to handle nighttime use without leaks or changes. # Brand positioning Based on the image alone, the brand aims to occupy a space of trust and reliability in the baby care market, particularly for parents seeking soft and effective solutions for their babies. The brand promotes values of comfort and practicality. Without any explicit brand messaging, the brand seems to ignore any category norms or competitor behaviors, focusing solely on product benefits and customer satisfaction. The brand positioning is functional, emphasizing the performance and comfort of its washcloths. # Product The product being advertised is a set of baby washcloths. These washcloths are designed for babies and their parents, emphasizing softness and effectiveness. The ad highlights that they "fit so comfortably and are extremely soft!" A key selling point is their ability to "go through the night without a change, blowouts never happen." This suggests the washcloths are highly absorbent and reliable for overnight use, addressing the common concern of frequent changes and leaks. The washcloths come in a pack, indicated by a large pink "3" on the packaging, though the total number of washcloths in the pack is unclear. # Visual style The ad has a clean and simple visual style with a focus on the product and a customer testimonial. The production quality appears to be high, with clear lighting and a focus on showcasing the softness and quality of the washcloths. The white speech bubble containing the customer testimonial at the top adds a platform-native feel, mimicking social media reviews or comments. The overall aesthetic is designed to be easily scannable and build trust with potential customers. # Hooks Headline: I wish I would have used these with my first kid! # Funnel stage Middle of funnel (Consideration) # Pain points Parents are often overwhelmed by the many baby product options available and may be hesitant due to price. Visualized by the text in the testimonial: "I was skeptical because there's so many options to choose from and the price turned me off..." # Value propositions - Softness: "extremely soft!" - Comfort: "fit so comfortably" - Reliability: "go through the night without a change, blowouts never happen" # Benefits - They can go through the night without a change, blowouts never happen # Features - fit so comfortably - extremely soft # Call to action None used. # Social proof - "I wish I would have used these with my first kid! I was skeptical because there's so many options to choose from and the price turned me off, but once we finally tried them, there just no comparison! They can go through the night without a change, blowouts never happen, they fit so comfortably and are extremely soft!" – Cadie H. # Point of view - Customer: The customer POV appears in the testimonial bubble at the top of the image, where Cadie H. shares her experience and expresses satisfaction with the product. - Brand: The brand POV appears in the visual product display of the washcloths, showcasing their quality and intended use. # Storyline - The ad begins with a five-star rating and a testimonial from a customer named Cadie H., identified as a "VERIFIED BUYER." The message intends to convey positive feedback and build trust. This is shared from the customer's point of view, offering a first-hand experience of the product's effectiveness. - Cadie shares her initial skepticism due to the many options and the initial price point, but notes that "once we finally tried them, there just no comparison!" This is intended to address potential purchase barriers and highlight the product's superior quality. This is shared from the customer's perspective. - The customer continues by stating "They can go through the night without a change, blowouts never happen, they fit so comfortably and are extremely soft!" The message conveys the product's key benefits, emphasizing its absorbency, comfort, and softness. This is shared from the customer's perspective. - The ad visually reinforces the product's features by showing stacks of soft, white washcloths. This is designed to provide a clear visual representation of the product and its quality. This is shown from the brand's point of view.