Walmart Ignites a Red-Hot Trend with “Spicy Summer” Campaign
Walmart has launched a 'Spicy Summer' campaign, inspired by the popular 'BookTok' community on TikTok, which boasts over 250 billion views. This initiative aims to merge the trending heat and spice theme with summer reading. A key highlight is the -edition 'Spicy Books' Hot Sauce Set, featuring five Melinda's hot sauces, each aligned with a level on the BookTok spice scale. The set is available on the campaign's dedicated landing page for $14.98, alongside a curated collection of summer books, fashions, and accessories. Additionally, Walmart will host a 'Spicy Summer Soirée' event in LA to engage the BookTok community further.
- Launch of 'Spicy Summer' campaign, capitalizing on the trending 'BookTok' community with over 250 billion views.
- Introduction of a -edition 'Spicy Books' Hot Sauce Set, priced at $14.98, likely to attract BookTok fans and generate sales.
- Creation of a dedicated landing page, enhancing customer shopping experience with curated summer books, fashions, and accessories.
- Planned 'Spicy Summer Soirée' event in LA, which can boost brand engagement and visibility within the BookTok community.
- Potential risk of -edition products not meeting demand, leading to customer dissatisfaction.
- Campaign success heavily reliant on the sustained popularity of the BookTok trend, which may wane over time.
Inspired by the “BookTok” Community, Walmart Creates a Curated Experience that Includes a Limited-Edition Hot Sauce Set
Heat up your summer with Walmart's spicy books and looks. (Photo: Business Wire)
What are “Spicy Books”?
BookTok is a rapidly growing community on TikTok with more than 250 billion views from a passionate group of readers discussing their favorite books. Spicy books, commonly of the romantasy genre, have emerged as some of the most beloved on this platform. The community has even developed a “spice scale” to rate the spiciness of their favorite reads.
How is Walmart Celebrating “Spicy Summer”?
Walmart is bringing the worlds of spice and summer reading together with a campaign that merges the sizzling heat trend with the vibrant BookTok world. Here’s what’s heating up:
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Spicy Books Hot Sauce Set:
- To celebrate the BookTok community, Walmart created a limited-edition Spicy Books Hot Sauce set. Packaged to look like a book, this bespoke collection features five Melinda’s hot sauces, each corresponding to a level on the spice scale – from mild to burning.
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Spicy Books Hot Sauce will be available on walmart.com/spicysummer for
$14.98
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Shop Your Spicy Summer
- In addition to Spicy Books Hot Sauce, Walmart’s dedicated Spicy Summer landing page will allow customers to “Shop Your Spicy Summer” and discover the hottest summer books, fashions and accessories, with collections inspired by popular Spicy Books.
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Spicy Summer Soirée
- To really heat things up, we’re throwing a hot event in LA for the BookTok community. Book lovers will enjoy spicy refreshments and light bites poolside while they experience immersive moments with their favorite Spicy Summer reads and taste test our Spicy Books Hot Sauce.
“Customers are at the center of everything we do at Walmart, and we look to places where they are spending their time to create genuine moments of connections with them. This campaign is the perfect way to reach and celebrate BookTokers and the community they thrive in,” said Courtney Killingsworth, director of brand marketing, Walmart – who is currently obsessed with the Spicy Summer read, “Just for Summer” by Abby Jimenez. “We’re giving a wink to BookTok fandom with our Spicy Books Hot Sauce, and then expanding to a larger customer base by bringing some spice to all summer must-haves.”
To get your limited-edition Spicy Books Hot Sauce Set and Shop Your Spicy Summer, visit walmart.com/spicysummer.
About Walmart
Walmart Inc. (NYSE: WMT) is a people-led, tech-powered omnichannel retailer helping people save money and live better – anytime and anywhere – in stores, online, and through their mobile devices. Each week, approximately 255 million customers and members visit more than 10,500 stores and numerous eCommerce websites in 19 countries. With fiscal year 2024 revenue of
View source version on businesswire.com: https://www.businesswire.com/news/home/20240623588933/en/
For more information, contact Rebecca.thomason@walmart.com
Source: Walmart Inc.
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