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Library/Campaign/Goop: The Diapér
Grade B19 sourcesHIS-00588

Goop: The Diapér

Campaign · 2022 · Niche

28Editable slideCertificate

Goop’s fake luxury diaper campaign claimed over 150 million earned impressions.

Original · Goop / Mother Los Angeles
goop on Instagram: "Meet The Diapér. Our new disposable diaper lined with virgin alpaca wool and fastened with amber gemstones, known for their ancient emotional-cleansing properties. Infused with a…
goop on Instagram
Mother’s campaign photograph shows The Diapér on a pedestal with flowers and lemons.
Mother Los Angeles / Goop
Gwyneth Paltrow on the joys and stresses of motherhood
CBS News
Goop introduces ‘The Diapér’ and people can’t decide if the $120 nappies are real - National | Globalnews.ca
Global News
goop on Instagram: "If treating diapers like a luxury makes you mad, so should taxing them like a luxury. Despite the absolute necessity of diapers, in 33 states, they aren’t treated as an essential…
goop on Instagram
Gwyneth Paltrow anuncia fralda por 120 dólares o pacote e causa polêmica | CNN Brasil
CNN Brasil
FCB New York Wins 11 Golds, BBDO Canada Scores Nine in The One Show 2023
The One Club
Baby2Baby | The Diapér
The One Club
Jessica Antola's Goop "The Diapér" Campaign Wins Cannes Lion Award | Giant Artists
Giant Artists
No, Gwyneth Paltrow is not selling bejeweled, alpaca wool diapers. Instead, she's making a statement
Salon
Gwyneth Paltrow in front of goop backdrop
Green Matters
Why Goop Is Advertising $120 Bejeweled Luxury Diapérs
NewBeauty
Here's the Truth About Gwyneth Paltrow's Alpaca Wool Goop Diapers
E! News

Spread Score

How it works
Reach38Contagion35Breadth10Velocity15Longevity3728

Numbers

Campaign earned impressions, agency claim; reporting window unspecified
150M
As of Oct 14, 2026 · Self-reported · The One Club
Peak date
Week of May 12, 2022
May 11 ’22 to Week of May 12, 2022
Platforms
5
Started on Instagram
Origin
Stunt
Politics & civic

Mechanics

  • ControversyPrimary
  • Mystery & lore
  • Platform jump
  • Press loop
  • Newsjacking

How it spread

Trace the origin

Goop advertised a fictional luxury diaper on Instagram. Independent Twitter reactions and press questioned it before Paltrow revealed the diaper-tax campaign. Mother later claimed zero media spend and over 150 million impressions; policy attribution remained disputed.

Dates use the stated precision; chart positions are date anchors.

Google searchesApr ’22MayJunAugOctDecMar ’23MayJunJulPeakTVInstagramXPressOpen web
TVInstagramXPressOpen web

11 more events on this chart

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Timeline (14)

  1. May 2022

    Gwyneth Paltrow / CBS Sunday Morning precursor · May 8 ’22

    Paltrow discussed diaper taxes on CBS Sunday Morning and directed viewers to Goop.[1]

    Gwyneth Paltrow on the joys and stresses of motherhood
    Open the first post ↗

  2. @goop seed · May 11 ’22

    Goop posted The Diapér, a fictional luxury diaper advertised at $120 per pack.[2][3]

    goop on Instagram: "Meet The Diapér. Our new disposable diaper lined with virgin alpaca wool and fastened with amber gemstones, known for their ancient emotional-cleansing properties. Infused with a…

  3. Instagram commenters backlash · May 11 ’22

    Commenters questioned whether the announcement was an April Fools joke.[3]

Changelogupdated Oct 16 ’26
  1. 2026-10-16Revised 1 event · Added 1 source
  2. 2026-10-14Added: 14 events, 17 sources · Score 28 · Fact-check passed (23 claims)
Origin
Stunt
Sector
Politics & civic
Region
US
Campaign earned impressions, agency claim; reporting window unspecified
150M
As of Oct 14, 2026 · Self-reported · The One Club
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Google searchesApr ’22MayJunAugOctDecMar ’23MayJunJulPeakTVInstagramXPressOpen web
TVInstagramXPressOpen web

11 more events on this chart

Join free to see them

  1. May 2022

    Gwyneth Paltrow / CBS Sunday Morning precursor · May 8 ’22

    Paltrow discussed diaper taxes on CBS Sunday Morning and directed viewers to Goop.[1]

    Gwyneth Paltrow on the joys and stresses of motherhood
    Open the first post ↗

  2. @goop seed · May 11 ’22

    Goop posted The Diapér, a fictional luxury diaper advertised at $120 per pack.[2][3]

    goop on Instagram: "Meet The Diapér. Our new disposable diaper lined with virgin alpaca wool and fastened with amber gemstones, known for their ancient emotional-cleansing properties. Infused with a…

  3. Instagram commenters backlash · May 11 ’22

    Commenters questioned whether the announcement was an April Fools joke.[3]

  1. platform jump · May 11 ’22

  2. backlash · May 11 ’22

Join free to see the other 11 events and the full chart. Free, on every case.

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Why it worked

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