Cotton vs Plastic: The Message That Beat Legacy Brands
Update: 2025-09-26
Description
In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Moira Finicane, Head of Marketing at Kudos, the first disposable diaper brand to feature a 100% cotton liner instead of plastic touching baby's skin. As employee number three at Kudos, Moira has guided the brand's marketing strategy from pre-product launch to nationwide Target distribution across 1,000 stores. Drawing from her experience scaling Uber Eats globally during its explosive growth phase, she shares how Kudos disrupted the diaper category by targeting natural-minded parents with educational content marketing and strategic influencer partnerships.
Topics Discussed:
- Building marketing foundations for a consumer product startup from zero
- Transitioning from tech marketplace marketing to physical consumer products
- Competing against legacy brands through differentiation-focused messaging
- Leveraging educational content strategy to attract organic influencer partnerships
- Navigating greenwashing challenges in the natural products space
- Scaling scrappy marketing tactics from startup to national retail distribution
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