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Sootheez Launches, Gives Target an Exclusive

sam nelson
Sootheez Target 'Feeling Better Made Eezy' Power Wing

Organic healthcare brand Eez Co. launched a Sootheez line of throat soothing drops at Target and Walmart in September, giving Target an exclusive strawberry lemonade flavor.

In Target stores, a power wing stocking the exclusive along with the brand’s birthday cake and watermelon mint flavors touted the product as “new at Target” and noted that it is gluten-free, dairy-free and made with organic honey. Sootheez enlisted influencers such as Kelly U and Janie Ippolito to tout the launch and exclusive flavor in paid Instagram posts. 

Eez further supported the launch at Target with a sweepstakes running Dec. 13-19 that awarded four winners with the full line of Sootheez and sibling brand Lolleez, an Eez-branded hat and T-shirt, and a $200 Target gift card. Consumers entered by following the company on Instagram, responding to a designated post and tagging a friend. They could earn an extra entry by sharing the post. 

Eez also partnered with Ginger Health Co.’s Wonderbelly for an Instagram sweeps running Nov. 15-17 that awarded two winners with a $200 store card, four packs of Wonderbelly antacids and two limited-edition birthday cake-flavored Lolleez throat-soothing pops. 

Wonderbelly launched at 650 Target stores in March 2023 before expanding to 1,800 stores in October 2023. The brand gave Target an exclusive fruity cereal flavor and regularly runs account-specific sweeps with the mass merchant. Ahead of Labor Day, it partnered with maternity apparel brand Kindred Bravely for an Instagram sweeps awarding one winner $150 worth of product from each brand and a $150 Target gift card. 

Sootheez continued its retail expansion by launching at Walgreens in October and CVS in December.

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