How Bloom Partnered With Packed Party at CVS
What’s new: Bloom Nutrition collaborated with gift and accessory brand Packed Party at CVS in September, an example of the health supplement company's ongoing tactic of using exclusives to bolster its rapid retail expansion.
What we saw: A power wing at CVS stocked limited-edition Packed Party water bottles alongside an exclusive Fruit Party flavor of Bloom’s greens and superfoods powder. The display positioned the combination as “wellness & fun packed into one.”
Additional support: Packed Party spotlighted the launch on Instagram, Facebook and TikTok as well as with a blog post on PackedParty.com.
More context: Bloom Nutrition first appeared at CVS in 2024 as part of an aggressive retail expansion that began with its brick-and-mortar debut at Target in 2022. As the functional beverages category expands, Bloom has focused on securing secondary display space and building customer relationships through exclusive SKUs and collaborations with other brands.
Bloom and snack brand Tandy launched a line of gummy supplements exclusively at Target in September. That month the brand also gave Target an exclusive Orange Squeeze flavor of its new line of creatine gummies.
Bloom arrived at Ulta Beauty in August, promoting the launch with an Instagram sweepstakes running Aug. 27 to Sept. 1 that awarded one winner with a $100 store gift card and a package of Bloom products.
In July, the brand launched an exclusive Frosted Lemonade Greens flavor at Walmart that was stocked on a dedicated endcap.
- About Field Reports
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.
