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Bones Coffee Brings Exclusive RTD Lattes to Walmart

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Bones Coffee Walmart 'The New Lattes in Town' Mailer

What’s new: Bones Coffee Co. gave Walmart an exclusive launch window from April through June 27 for two new ready-to-drink latte flavors.

What we saw: The front page of R.R. Donnelley & Sons Co.'s Save mailer the week of April 10 plugged the Cookies N’ Dreams and Salty Siren flavors’ availability at Walmart. The ad used a QR code to link to an Ibotta offer for 75 cents cash back per can. Bones supported the launch with posts across Facebook, Instagram and TikTok and sponsored search within Walmart.com, where it also has a brand showcase.

What else: The beverages, which are based on the direct-to-consumer brand’s flavored coffee, are available at more than 3,000 Walmart stores and through Walmart.com as $2.98 single cans and $36.99 12-packs. After June 27, they will also be sold through Amazon and BonesCoffee.com.

“We’re excited to expand our ready-to-drink latte line with two of our most popular flavors,” Travis Rule, Bones Coffee Company chief executive officer, said in a statement. “Salty Siren and Cookies N’ Dreams have been longtime customer favorites, and we’re excited to give fans a new way to enjoy these flavors — no brewing required.”

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More context: Bones partnered with Refunnel in June 2024 to offer $100 to $120 to shoppers who produced a Reel or TikTok video showing them buying their cold brew lattes at Walmart, providing a 75-cent Ibotta rebate to further incentivize the purchase.

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    P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.

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