Coterie Launches New Campaign to Support Moms, but It’s Actually Not Meant for Moms to See at All

They’re advertising in Golf Digest—a first for any baby brand, ever—and partnering with pro golfer Max Homa, to talk to dads about sharing the parental mental load.

NEW YORK--(BUSINESS WIRE)--Today, Coterie, the cult-favorite baby care brand, launched a campaign with an important message for dads: moms still carry 71% of all the household cognitive labor, and it’s time to share it.

This isn’t news to moms, but it’s a conversation that is not frequenting dads’ social feeds. To reach them, Coterie is going where no baby brand has gone before: the quintessential “dad sport,” golf. The sports content that men are already engaging with serves as the campaign’s Trojan Horse for an overdue conversation about sharing household cognitive labor.

The campaign kicks off with a full-page PSA-style ad prominently featured on the back cover of Golf Digest, making Coterie the first baby care brand to ever advertise in the publication, which has a more than 75% male readership.

As the face of the campaign, six-time PGA Tour winner Max Homa helps further push the mental load conversation onto dads’ algorithms–his Instagram following is 95% men–with content that will live on both his and Coterie’s channels.

At first glance, the video blends in with the golf content on Homa’s feed. But between teeing off on the fairway and sinking putts, Homa delivers Coterie’s message, on behalf of moms, in a refreshingly lighthearted manner to dads. Drawing comparisons between golf as a mental game and parenthood (both requiring lots of anticipation and planning), he asks dads a laundry list of questions like, “Do you know the kids’ clothing sizes? Diaper sizes? When’s their next pediatrician appointment?” And—the always dreaded— “What’s for dinner?”

Homa was a natural fit for the campaign. With a 3-year-old and 1-year-old at home, he’s a longtime Coterie parent and has often spoken publicly about showing up as an active, present husband and dad. “The message isn’t about shaming dads. We’re all working at this together. I’ve been playing golf for decades, and I’m not perfect yet. And it really is the same at home. You can always keep honing your game; there are endless little details to notice and remember,” says the father of two. “I do have one tip for my fellow golf dads: when you’re going to be out on the course all day, plan and prep dinner for the family before you head out for your tee time. Order it in if you have to. Just make sure food is on the table, with minimal effort from your partner, by the kids’ usual dinner time. Trust me.”

“We kept seeing this conversation over and over again. The default parent is so burnt out by all of the planning, scheduling, managing, and in the comment sections so many moms would be saying, ‘it’s too bad only the default parents are seeing this’ and ‘someone please show this to my husband,’ says Jess Jacobs, CEO of Coterie. “Expecting moms to bridge this gap themselves only piles more invisible labor onto them.”

“The heart of our message is that women shouldn’t have to keep asking for this kind of support and care. Even in male-dominated spaces, when women aren’t in the room, we want men to be considering and talking about issues that disproportionately affect women,” Jacobs added. “This feels especially timely, given that this campaign comes on the heels of golf being in the spotlight for a case of advertising gone diabolically wrong.”

Additionally, the brand donated diapers used on set during the campaign’s Phoenix golf course shoot to a local women’s shelter supporting mothers affected by domestic violence.

Coterie's historical ad is in the October/November issue of Golf Digest on newsstands now. The campaign will roll out on Instagram, across Coterie and Homa's channels, starting October 21.

Coterie tapped a roster of fellow athletes and creators to further reach male audiences through strategic partnerships. Among them are LA Chargers alum Isaac Rochell, who shares a play-by-play on ways men can step up their mental game at home, and Danny Pellegrino, who offers his perspective on two dads sharing the mental load. The campaign will feature a wider lineup of notable voices.

About Coterie:

Coterie is a premium baby care brand, engineering thoughtful diapering solutions that make parents’ lives easier. The company also offers a concierge subscription service that allows parents to seamlessly manage orders, ensuring they never run out of the products they trust. Coterie is the fastest-growing premium baby brand with all its current retail partners, including Whole Foods, Wegmans, and Erewhon. Coterie was founded in 2019 by Frank Yu and acquired by Mammoth Brands in 2025. For more information, please visit www.coterie.com.