Brands Get 'Back to Well' with Walmart

Patrycja Malinowska
Director, Member Content, P2PI
Patrycja Malinowska profile picture
a screenshot of a social media post

With the COVID-19 pandemic keeping cleanliness and health front-of-mind, GlaxoSmithKline, Clorox Co. and Kimberly-Clark teamed up to bring Walmart shoppers a wellness-themed incentive.

Shoppers who make an in-store or online purchase of $25 worth of participating products in a single transaction at the mass merchant receive a $10 Fandango reward in the form of an e-gift card of the shopper’s choice from a list including Walmart and various restaurants. The offer is valid from Oct. 15, 2020, to March 31, and the eligible brands are Clorox Co.'s flagship brand, K-C’s Kleenex as well as GSK’s Abreva, Robitussin, Theraflu, Advil and Flonase. Redemption requires uploading a qualifying receipt to

The incentive is supported by a series of engagement web pages on Breaktime Media’s The educational and brand content spans seven “essential tips to stay healthy and stock up on everything you’ll need for total wellness at Walmart.” The tips include disinfecting surfaces with Clorox bleach, practicing healthy hygiene with Kleenex tissues, and supporting immune systems with supplements like Emergen-C. After participants view all the tips, they are directed to text in a keyword to receive receipt submission instructions for the incentive.

Viewing all the tips also unlocks “add to cart” functionality, with participants able to select “Pickup or Delivery” or “Ship to Home” fulfillment options to add four participating items to either their or OPD cart. A four-pack of Kleenex soothing lotion facial tissues and 12-packet box of Theraflu severe cold and flu medicine get added to both carts. The cart also gets a 12-pack of 16-ounce bottles of regular Clorox bleach plus Advil sinus congestion and pain relief pills, while the OPD (online pickup and delivery) cart — which presumably varies depending on location due to availability — also gets an 81-ounce bottle of concentrated Clorox bleach and an eight-ounce bottle of Robitussin max strength cough and congestion syrup.

Additional support for the co-marketing effort has included a home page carousel ad spotted on Jan. 8 that depicted Theraflu, Advil, Kleenex and Clorox products alongside a “Back to Well” message.