Good morning. A hot brand among some demographics is trying to reach another one, the WSJ Leadership Institute's Megan Graham reports for the newsletter this morning:
Baby care brand Coterie is trying to make a point about parents' cognitive load by going where diapers typically don't: Golf Digest magazine.
"You never see diaper ads in golf magazines," the PSA-style ad reads on the back of the October and November issue of the publication, whose readership is more than 75% men. "Dads are more involved than ever, but moms still do 71% of the family's mental labor."
The brand is also working with PGA Tour winner Max Homa, who stars in a humorous campaign video where he lists the myriad mental tasks that typically fall to moms.
"Do you know the kids' clothing sizes? Shoe sizes? Diaper sizes? When will they need new ones? Don't forget, school is closed Monday. Is the sitter available?" Homa asks from the course.
Coterie Vice President of Brand Marketing Brittany Deems told me this week that while the brand's staff and customers have bemoaned the mismatch in mental load, it needed a new approach to reach men, given that 90% of its customers and 94% of its followers are women. Deems said the brand used golf as a sort of Trojan horse to get the conversation started between partners in a positive way.
Coterie hopes the effort drives awareness and sparks dialogue, but also brings more men into the fold as customers.
"Ideally, we'd love to see those scales tip a little bit more, right?" Deems said. "We'd love to see more men following us and more dads being the ones that start the subscription and manage that month over month."
Golden Ticket, Nosebleed Seats
A 2015 ticket promotion is coming back to haunt the Milwaukee Brewers just as the team heads to the World Series.
Fans who paid $1,000 more than a decade ago for the team's "timeless tickets" were promised the best available seats for any future home game, including at a potential World Series.
Instead, they were relegated to the upper deck or standing room.
The Brewers, who are in the World Series for the first time since 1982, told frustrated fans that they were indeed given the best seats after various presales were completed, Jared Diamond reports.
That isn't satisfying everybody.
"I'm still a Brewers fan, but I'm actually disgusted," said Kevin Deaton, who bought timeless tickets for himself and his son, dreaming of seeing a World Series appearance. He decided not to redeem when he found out what seats were actually available. "I'm not taking my kids up to the 400 level-you need binoculars."
Brewers president of business operations Rick Schlesinger apologized yesterday evening, admitting that the team "did not live up to the spirit of the program."
The Brewers are letting people who redeemed for the World Series attend as planned, while also retaining their timeless ticket for another game in any future season.
Whether they'll have to wait another 44 years for a World Series seat remains to be seen.
The Magic Number
$120
Annual price of a new combined membership to (Walmart)+ and Sam's Club Plus, nearly $100 less than the cost to join each one on its own. The offer could help Walmart compete with Amazon Prime.
Quotable
"We didn't want to work with them and then water down their humor until it sounded like something written by J.Crew." J.Crew CMO Julia Collier on the brand's new campaign starring the comedy group Please Don't Destroy, replete with goofy and slightly risqué humor
The WSJ CMO Council Summit
This Nov. 17 and 18, CMOs will gather in New York for the WSJ Leadership Institute's CMO Council Summit, featuring marketing leaders such as FUBU founder Daymond John, Visa's Frank Cooper III, Mars Inc.'s Gülen Bengi, IBM's Jonathan Adashek, United Airlines' Josh Earnest, PepsiCo's Mark Kirkham, e.l.f. Beauty's Oshiya Savur, and the National Women's Soccer League's Rachel Epstein.
Together, they'll explore the power of participation in cultural events, social platforms, professional communities and anywhere that passionate consumers gather.
Join the WSJ CMO Council and be part of the conversation shaping the future of marketing leadership.
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