Target Bolsters Its Functional Beverage Selection With Everyday Dose
What’s new: DTC brand Everyday Dose brought its coffee, which is infused with collagen and mushrooms, exclusively to more than 1,500 Target stores in August as the mass merchant continues to grow its functional beverage category.
What we saw: An endcap in stores promoting the brand as "new and only at Target" stocked the brand's mild and medium roasts plus a sample kit containing both, all priced at $14.99. Shelf blockers offer tasting notes, while the shelf trays plug the "functional, better-for-you ingredients."
Additional support: Dose plugged the launch across Facebook, Instagram and TikTok. The brand is also encouraging trial by offering a rebate for one of the SKUs delivered through PayPal or Venmo to shoppers who purchase two SKUs at Target and upload a copy of their receipt through EverydayDose.com.
The deal is promoted through a popup ad on the store locator section of the brand’s website.
Why it matters: Target has made a major investment in expanding its functional beverage selection, partnering with prebiotic soda brand Poppi for an exclusive flavor and apparel line in January and working with Bloom to get an exclusive kids line and energy drink collection in July 2024.
Channel rival Walmart has also been aggressively seeking to expand its selection, recently securing an exclusive flavor from BelliWelli in June.
- 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.
