Nature Valley’s ‘ReTok Shop’ Lets Fans Buy Exclusive Merch—But Only If They Share Earth-Friendly Acts on TikTok
Nature Valley is living up to its name with a new TikTok initiative encouraging people to do something good for Mother Earth. In exchange, they'll get an exclusive password to buy Nature Valley merch from brands like L.L. Bean, Stasher and more.
From now through September 11, families can post their sustainable initiatives on TikTok using the #ReTokForNature hashtag to receive a promo code that gives them access to the Nature Valley ReTok shop, which will be stocked with back-to-school themed items like backpacks and water bottles.
"We love that Nature Valley values sustainability as much as we do," TikTok personality Stephen "tWitch" Boss, a partner in the program with his wife Allison Holker-Boss, said in a press release. "Allison and I are excited to team up with this iconic snack brand to debut the Nature Valley ReTok Shop, rewarding families for reducing, reusing and recycling this back-to-school season."
Snack brands have been using e-commerce platforms in a variety of ways. Some have created streetwear-style drops and capsule collections, while others have relied on celebrity endorsements. Nature Valley is continuing the trend of exclusivity, but with a purpose behind it. Using environmental activism as the call-to-action, rather than simply buying a product creates, a sense of good will toward the brand, and could shift people's perception of it and encourage future customers.
It's a good follow-up to the decision Nature Valley made last year to use recyclable wrappers as part of a larger initiative at General Mills.
General Mills has a huge variety of brands, and tapping into Nature Valley's aesthetic as a green and environmentally-conscious brand works well for a promotion like this. Also, the TikTok integration means that word will spread fast.
Feeling on top of the world 🙌
— Nature Valley (@NatureValley) July 26, 2022
The ReTok shop will roll out products in three phases, which Nature Valley titled "Reduce," "Reuse" and "Recycle." Customers will be able to purchase one item per drop.
On paper, it might seem counterproductive to introduce branded products but require a barrier to entry. But, people love sharing things on social media, especially if it comes with the opportunity for some exclusive merchandise. Through a campaign that centers around environmental stewardship, Nature Valley can establish itself as a brand whose logo people are proud to show off.