Walmart Taps Into 'Spicy' Social Media Trend
Walmart is hopping on the current heat and spicy trend seen on a leading social media platform with the launch of its limited edition “Spicy Books” Hot Sauce Set.
The trend is driven in large part by a growing TikTok community of passionate readers who are discussing their favorite books. As of June 24, this community has more than 250 billion views. The group has developed a “spice scale” that rates the spiciness of their favorite spicy book, which is commonly known as the romantasy genre.
To celebrate spicy summer, Walmart has added the following products:
- 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 collection includes five Melinda’s hot sauces, each corresponding to a level on the spice scale – from mild to burning. Spicy Books Hot Sauce will be available on walmart.com/spicysummer for $14.98, while supplies last.
- 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.
- Spicy Summer Soirée: Walmart is hosting a hot event in Los Angeles 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,” said Courtney Killingsworth, director of brand marketing at Walmart. This campaign is the perfect way to reach and celebrate BookTokers and the community they thrive in.”
Walmart’s limited-edition Spicy Books Hot Sauce Set and Shop Your Spicy Summer are available at walmart.com/spicysummer.
