Walmart Shares a Coke with the Squad

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Walmart Shares a Coke with the Squad

By Patrycja Malinowska - 07/12/2018

Coca-Cola Co. is activating its national "Share a Coke" campaign with an exclusive overlay at Walmart.

In stores, dump bin half-pallet displays positioned in Action Alley stock promotional Coke bottles. Bolstered with a price header that proclaims, "Summer is better with your squad," the dump bins themselves depict a #SummerSipSquad hashtag. In at least one store, the dump bins also were incorporated into an upfront, patriotic spectacular.

A corresponding promotional microsite hosted by Coca-Cola (summersipsquad.coca-cola.com) corrals social media shares with the hashtag, plenty of them coming from sponsored posts by influencers. The site's leaderboard ad depicts Coke bottles with various names on their labels, alongside an "available at Walmart" message. It also showcases several SKUs with either an "Add to cart" or "Learn more" button. The latter is for products available only in stores and links to the item page on walmart.com, letting visitors opt-in to receive in-stock alerts.

The partners also leveraged their relationship with artist Lauren Alaina to infuse the summertime effort with country music star power. Sponsored posts to her social media accounts show Alaina surprising a Walmart online grocery pickup shopper with ice cold bottles of Coke as the customer was waiting in the designated drive-up spot. Alaina most recently also helped with the relaunch of Diet Coke early in 2018 as well as Walmart and Coke's holiday cause campaign benefiting nonprofit One Warm Coat.

Coca-Cola Co. has been tapping country music artists to engage with its consumers over social media and drive them to Walmart for the last three years on the insight that country music fans are 125% more likely to visit a Walmart store (to the tune of 15 times a month or more) compared to the rest of the general population, per the GfK MRI “Survey of the American Consumer.”