Spread The Love

Walmart was the place of utility, not affinity, despite having one of the largest selections of Black-led brands. They needed an inroad that moved The Culture and touched the heart. Our mission was clear: tell the world about Walmart’s love for Black-led brands in a universally understood language. There’s no better way to do that than with music. 90s R&B was having a renaissance on social media, gaining popularity among Gen Z as the collective shorthand expression of real love.

We traded ads for genuine appreciation by putting The Culture in the driver’s seat. For Black History Month, we tapped Boyz II Men, the most well-known R&B group on the planet, to help us tell our story. We paired them up with Wanmor, a new-era R&B group made up of the sons of the lead singer for Boyz II Men, for an epic new school vs old school battle that asks: who spreads the love better? Highlighting Black-led brands and an iconic classic song, we sparked nostalgia and set social media ablaze with love. And we reframed Walmart as the stage where Black-led brands get love.