The best way to take on a shitty law is to raise a stink.

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.

With a $0 media spend, we got 150M+ impressions. But most importantly, in the weeks following our campaign, 4 states dropped their diaper tax.

Next