Aussie-owned U.S agency MIRIMAR launches new 'don't Mask It, Mando It' campaign for Mando. As part of its multi-year partnership, Mammoth has partnered with aussie-owned US agency MIRIMAR once again to develop a bold new brand platform for Mando, its men's deodorant brand. For decades, men settled for a category that rewarded inertia, not innovation - piling on scents to mask body odor in an endless cycle. Layer on top of that really generic and formulaic deodorant advertising. But research revealed that men were ready for something better: a real solution, not just a cover-up. The new brand platform "Don't Mask It, Mando It" puts problem-solving front and center - promising to fix, not just cover up, body odor. Powered by mandelic acid to target bacteria, Mando addresses the source of odor and gives men confidence that it's handled for good. The work speaks to men dissatisfied with their deodorant options, who want something that really works rather than simply keeps up the cycle of masking and avoidance. The campaign directed by Jasper Cable Alexander from Drool Productions spotlights Mando's anti-hero. He's the kind of guy who patches things up on the surface but never truly confronts the issue, letting B.O. linger a bit longer than he should, just trying to get by. Enter Mando Man: a hard-working hero who doesn't settle for cover-ups or half-measures. Through their interactions, our anti-hero comes to see there's another way - choosing to face problems head on, using the right tool for the job, and tackling life without compromise. At every touchpoint, the "Don't Mask It, Mando It" platform transforms product benefits into authentic storytelling. The campaign's anthem, performed by an up-and-coming folk music artist, doubles as both soundtrack and a central storytelling device, blending music and marketing to reinforce what sets Mando apart. Social, OOH and digital content extend the idea, celebrating real moments of sweat, work, and pride - built in collaboration with the Mando community and designed to disrupt the category with a new voice. Says Amy Calhoun Robb, CMO, Lume & Mando: "We created Mando for men who want to solve the real problem, not just cover it up. With this campaign, we're celebrating guys who fix - not mask - whatever life throws at them. It's time to expect more from your deodorant." Says Nick Morrissey, Executive Creative Director & Partner at MIRIMAR: "Men masking their issues is an extremely fun tension to play off. Even more so when you do it in the form of a deeply emotional country music song. And with a product solution that genuinely works!" Says Jasper Cable Alexander, Director From Drool Productions: "From day one, the Mirimar team led with creativity, and that spirit carried through as we built this weird, funny little world together. We treated it like a short film, shooting on film, building characters, and layering in tiny details - from the caravan's random trinkets to a bizarre chihuahua obsession - that brought it all to life. If nothing else, I've learned to always keep my armpits clean and fresh, because I've seen what happens when you don't." The campaign which launches today will air the rest of the year and into 2026. Client Team: Mando Co-Founder & Co-CEO, Mammoth: Jeffrey Raider CMO, Lume & Mando: Amy Calhoun Robb Agency: MIRIMAR Co-Founder, CCO: John McKelvey Co-Founder, CEO: Luke McKelvey Managing Director: Stephanie Thiel Executive Creative Director & Partner: Nick Morrissey Creative Director: Chris Cavalieri Chief Strategy Officer: Zach Foster Strategy Director: Chelsea St. Clair Group Account Director: Lauren LongHammer Account Director: Catherine Demmer / Lexie Hudson Group Executive Producer: Bill Berg Senior Producer: Chris Totzke Design: Ooft Studio Business Affairs: Hailstorm Senior Business Affairs Manager: Nikki Balekjian

Harry's owner acquires baby care brand Coterie. The deal adds to Mammoth Brand's growing portfolio of brands, which also includes Flamingo, Lume and Mando. Dive brief: * Mammoth Brands has acquired DTC baby care brand Coterie for an undisclosed amount, according to a press release. * In a statement, a source close to the deal told Retail Dive the transaction consists of a combination of up-front cash, stock and contingent consideration that could value Coterie at more than $1 billion. * Under terms of the agreement, which is expected to close by the end of the year, Coterie CEO Jess Frenchman Jacobs and President Grace Weingard will retain their roles under the new ownership. Coterie's executive team will also continue in their current positions, and the brand will operate independently from Mammoth. Dive insight: Mammoth Brands' acquisition of Coterie was led by its Mammoth Labs mergers and acquisitions division, and marks the company's second such deal since it purchased Lume in 2021. Since its launch in 2019, Coterie has sold more than 700 million diapers, with the majority being sold direct to consumer. Coterie had net sales in 2024 of over $200 million, reflecting 60% year-over-year growth. The U.S. baby diaper market is estimated to be over $7 billion, per Statista. "Our deep understanding of parents brings a distinct perspective to Mammoth, even as our work shares natural parallels with the personal care brands they've supported," Coterie's Frenchman Jacobs said in a statement. "Mammoth's belief in us validates not just our approach, but the potential of the entire baby category." Under Mammoth's direction, Coterie is looking to scale the business and expand its product portfolio. Coterie currently sells on its website, as well as through partnerships with Wegmans, Whole Foods, Erewhon, Babylist.com, PotteryBarnKids.com and Amazon. "We see the tremendous impact Coterie has had on parents' lives, and believe the opportunity ahead of them is massive," Andy Katz-Mayfield, co-founder and co-CEO of Mammoth Brands, said in a statement. "By combining Coterie's beloved brand and products with Mammoth Brands' capabilities and infrastructure, we're partnering to redefine the diaper category and accelerate Coterie's growth to be the leading modern baby care brand." Harry's Inc. rebranded to Mammoth Brands earlier this year to better reflect its goals to acquire more like-minded brands. Other brands in the company's portfolio include Flamingo, Lume and Mando. "We chose the name Mammoth because it reflects the breadth and scale of the business we've been building, and our vision for the future," Katz-Mayfield said in April in a statement.