# Goop: The Diapér

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

- Owner: Goop / Baby2Baby; Mother Los Angeles (agency)
- Kind: Campaign
- Sector: Politics & civic
- Seed date: 2022-05-11
- Peak date: Week of May 12, 2022
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 28 (Niche), v1.2
- Mechanics: Controversy, Mystery & lore, Platform jump, Press loop, Newsjacking

## Summary

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.

## Timeline

- 2022-05-08 — Gwyneth Paltrow / CBS Sunday Morning (TV) — Paltrow discussed diaper taxes on CBS Sunday Morning and directed viewers to Goop.
- 2022-05-11 — @goop (Instagram) — Goop posted The Diapér, a fictional luxury diaper advertised at $120 per pack.
- 2022-05-11 — Instagram commenters (Instagram) — Commenters questioned whether the announcement was an April Fools joke.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/goop-the-diaper

Cite as: How It Spread (2026). “Goop: The Diapér.” Case HIS-00588. Spread Score v1.2: 28/100. Updated 2026-10-14. https://howitspread.com/id/HIS-00588