Why BelliWelli Launched a Mystery Flavor at Walmart
What’s new: Wellness brand BelliWelli ran a sweepstakes at Walmart to promote an exclusive new flavor as part of the mass merchant’s push to tap into the growing functional beverage category.
What we saw: An endcap display stocked tubs of BelliWelli daily fiber supplements along with a mystery flavor, using a QR code to link to a promotional page within BelliWelli.com where consumers could enter a sweeps from June 1 to Aug. 31 that awarded $50,000. Consumers could earn an additional entry by sharing a video of them guessing the flavor on TikTok or Instagram.
Additional support: BelliWelli plugged the sweeps through a July 2 TalkShopLive stream and posts on Instagram and Facebook. The brand also ran an Instagram sweeps from Aug. 15-31 awarding 10 winners with a box containing the mystery flavor, a recipe book and a Hamilton Beach blender. In October, BelliWelli revealed that the flavor is cherry limeade, which is now exclusively available at Walmart.
Why it matters: Functional beverages are a major emerging category, and Walmart and channel rival Target have been aggressively competing for brands and exclusive SKUs. BelliWelli launched at Target in 2023 and expanded to Walmart in 2024 with an exclusive fiber mix line.
Protein coffee Javvy launched at 800 Target stores in August, while Nello Supercalm drink mix hit Target shelves in April.
An Instagram sweeps running Aug. 4-11 awarded three prize packages including a $50 Target gift card and SKUs from all three brands.
- 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.
