How Owala Brought Spring-Colored Tumblers to Target
What’s new: Trove Brands' Owala launched a collection of FreeSip and FreeSip Sway tumblers in spring colors exclusively at Target in February.
What we saw: The SKUs are stocked on an endcap and an in-line display with Owala headers alongside tumblers from Simple Modern, Thermos and PepsiCo’s Gatorade. The exclusive line features six pastel hues including Misty Meadows, Periwinkle Twinkle and Sandy Shores.
Additional support: Owala promoted the launch with an Instagram sweepstakes running Feb. 26-27 that awarded two winners a tumbler of choice and a $100 Target gift card. The brand also plugged the line on Facebook and TikTok. Target introduced the collection with a March 1 email linking to a brand page within Target.com.
More context: Owala also teamed up with Target-exclusive home decor brand Hearth & Hand with Magnolia to launch a collection of FreeSip bottles on Dec. 22 as part of the retailer’s push to focus on health and wellness for the new year. Target added more than 600 exclusive SKUs that month, including its second annual New Year New You collection from Owala’s rival Stanley. Stanley previously collaborated with Hearth & Hand with Magnolia on a tumbler line that launched at Target in July.
Owala plugged the Owala x Hearth & Hand line with posts across social media and a holiday-themed Instagram sweeps awarding a bottle from the collection.
- 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.
