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03/08/2021

BodyArmor Pays Walmart Shoppers to 'Resolution Harder'

Patrycja Malinowska
Director, Member Content, P2PI
Patrycja Malinowska profile picture

Coca-Cola Co. is spotlighting its sports drink brands at Walmart during New Year resolution season with a "Commit to Fit" incentive.

The manufacturer is dangling a $10 store e-gift card with cumulative purchase of $20 worth of any BodyArmor flavor at the mass merchant from Jan. 1 through April 30. Shoppers submit qualifying receipts to an account-specific promotional web page to receive a coupon code to activate their e-gift card. New York-based TPG Rewards handles.

a group of people in a room

In stores, BodyArmor and sister brand Core Power gain secondary merchandising space in the sports department on case stacks and floorstands set up with header cards in the main aisle. Depicting “Work Hard, Resolution Harder” messaging, some of the displays bear signage touting the incentive and depicting a QR code shoppers can scan to link to the redemption page. The redemption page in turn includes a “shop now” link that directs to an e-commerce page of eligible SKUs on walmart.com.

Additional marketing support has included 30-second local radio spots and seeded influencer activity that specifically highlights BodyArmor Lyte.

The Walmart incentive is an account-specific overlay to a national promotion dangling $10 in “fitness cash” redeemable for products from the likes of Athleta or Adidas.

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