Prebiotic soda brand Living Things is supporting a major UK retail expansion with its first grocery on-pack promotion, as distribution approaches 30,000 points of sale worldwide.
The brand has launched a gift-with-purchase promotion across Tesco, Waitrose and Ocado, offering limited-edition nail art sticker sheets in promotional four-packs.
A total of 30,000 promotional packs will roll out this spring, with two nail art sticker designs inspired by Living Things’ packaging and brand graphics. The activity marks the brand’s first on-pack promotion in grocery and has been developed to support increased distribution across the UK.
The campaign was developed following social media analysis by the brand’s marketing team, who observed how many users on social media posted content combining nail art with their drinks cans.
Head of Marketing Zoe Wulfsohn-Dunkley said: “We developed this promotion after seeing how often customers share nail art alongside our cans on social media. The campaign gives shoppers a new way to engage with the brand in-store while supporting our expanded grocery distribution this spring.”
To support the launch, Living Things has partnered with Townhouse Nailcare to run an in-store activation at two Waitrose branches.
The Nail Bar by Living Things and Townhouse will appear at Waitrose Canary Wharf (8th – 14th March) and Waitrose Cheltenham (19th – 21st March), offering product sampling and the chance for shoppers to win an on-site manicure by Townhouse nail artists using the promotional nail stickers.
Adam Shinegold, Waitrose Senior Retail Media Manager, says: “We are thrilled to be launching the UK’s first supermarket nail bar in partnership with Living Things and Townhouse Nailcare. Following the immense popularity of our stunt space at Canary Wharf, it’s clear our customers are enjoying these engaging in-store activations which has led us to also open an additional space in Waitrose Cheltenham.”
“For the first time Waitrose customers will be able to ‘polish off’ a can of Living Things and enjoy a manicure while they shop. This is just another great example of how we are bringing exciting new brands to life at Waitrose.”
The promotion comes as Living Things significantly expands distribution across grocery and foodservice, with new nationwide listings in ASDA Express and Boots alongside continued growth with Tesco, Waitrose and Ocado.
The brand is also expanding its foodservice presence through nationwide partnerships with LEON, Tesco Cafes and Pizza Express, as well as international distribution through Albert Heijn in the Netherlands, Co-op to-go in Switzerland, Tesco Ireland and Dunnes Stores in Ireland.
Living Things is now the UK’s number one prebiotic soda brand by total market sales (Circana total market), with total stockists on track to exceed 10,000 across 30,000 points of distribution by Easter.
Co-founder and CEO Ben Vear said: “This year marks a major step forward for Living Things as we expand our distribution across grocery and hospitality. The on-pack promotion and Waitrose activation are designed to support our growth in-store and introduce more shoppers to the brand.”
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