SmartyPants Launches Multivitamin Gummies at Walmart

Unilever’s SmartyPants launched a new line of multivitamin gummies exclusively at Walmart in June. The premium collection features four SKUs spread across life stages, with a prenatal & postnatal formula as well as versions designed for kids & toddlers, women and teens. Bottles of 60 gummies are sold for $13.98. “SmartyPants is excited to partner with Walmart on offering these new premium multivitamin gummies as it allows the brand to reach customers with its science-backed, high-quality formulations at an accessible price point,” Amy Avellar, SmartyPants director, customer marketing, told the Path to Purchase Institute. The launch campaign worked to engage and convert consumers across the path to purchase. SmartyPants partnered with Walmart Connect for a mobile and digital ad campaign targeting category buyers, lapsed buyers and other key audience segments including new moms and busy families. The Walmart Connect program will also incorporate a back-to-school campaign in August, distributing samples of the kids & toddler multivitamin to 50,000 click-and-collect shoppers. The goal is to drive trial during a key season for the category. Across Walmart stores, the new items were outfitted with neckhangers offering a $2 discount as a way to encourage shoppers to move from discovery to purchasing the product. Trial is also encouraged through a $4 Ibotta rebate. SmartyPants is working to drive awareness with a national media campaign expected to generate more than 17 million impressions. The campaign utilizes bold color-blocking and prominent images of the bottle to drive product recognition. The launch has been promoted across SmartyPants’ social media channels, and the brand has invested in paid social from influential content marketers. “The shopper journey has been fragmented by the ever-presence of digital technology and mobile devices, with today’s shopper moving fluidly across the digital and physical to shop,” Avellar said. “To generate awareness and acquire new households, ensuring brand exposure across these cross-channel touchpoints is key. Our strategy to best capture the Walmart shopper in this campaign was to be unmissable in all key consideration moments and to use direct and distinctive brand messaging that delivers on our product superiority.” Walmart is a key marketing partner for SmartyPants, which ran a successful digital sampling program at the mass merchant in 2021.