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07/21/2021

Costco Elevates New Exclusives

Jacqueline Barba
Associate Editor
Jacqueline Barba profile picture
a store inside of a building

Costco is promoting new, exclusive SKUs from Kimberly-Clark and Danone North America with digital support including a decked-out brand showcase.

Regularly stocking exclusive Disney-character-themed, club-sized packages of KC’s Pull-Ups "plus" training pants, Costco is elevating the latest Pull-Ups designs depicting Disney princesses and Marvel’s animated Spiderman character by offering members $7.50 in instant savings on the products from June 23 through July 25. Colorful, digital support for the offer includes a home page carousel ad that links to a web page listing the two SKUs. Email ads and a feature in Costco’s latest Member Savings mailer have also plugged the SKUs and savings. In stores, club-sized packages are stocked on pallets.

Costco is also promoting exclusive, socially responsible almond milk from Danone North America’s Silk. The brand is tapping into a new digital marketing feature available on costco.com: a decked-out brand showcase. The destination highlights the USDA-certified-organic and unsweetened product's exclusivity while underscoring its Bee Better certification from environmental nonprofit Xerces Society for Invertebrate Conservation.

Positioning the product as “the only Bee Better Certified Almondmilk,” the showcase describes the environmental benefits of the certification, including supporting farmers who provide pollinators with a healthy place to live, as well as Silk’s joint efforts with the organization. A “Buy Now” button links to Costco’s same-day delivery page within Instacart.com, while a number of “See Recipe +” drop-down buttons offer quick recipe ideas calling for almond milk. In addition, the showcase includes two external links to beebettercertified.org for more information. A carousel ad on the Costco delivery home page additionally highlights the exclusive, while linking to the brand showcase.

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While Costco has historically not been heavily invested in advertising spend, the retailer now works with retail media networks like Criteo to collect some of its own retail media revenue.

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