• by Les Luchter , May 28, 2024

Unilever-owned Welly, known for targeting millennials and their kids with colorful bandages and other healthcare products, has teamed with ‘90s TV icon Tiffani Thiessen (“Saved by the Bell,” “Beverly Hills, 90210”) to launch the Happy Campers Kits. You can think of them as “care packages” for both campers and their parents.

The kits will go on sale at Welly’s web, June 1, as a limited-edition product. Indeed, just 75 of them will be available, Welly tells Marketing Daily. They’ll cost $74 each because the American Camp Association (ACA) reports that 74% of kids are brave enough to try something new while at camp, the brand says.

Welly says it will donate $150 to the ACA’s “Send a Child to Camp Fund” for every kit sold. For 75 kits, that totals $11,100, but Welly actually plans to donate $25,00.

The “Happy Campers Kit” comes in a 30-inch-wide trunk containing over $400 worth of merch, a bunch of which are fellow Unilever products. These include SmartyPants vitamins for kids, and Liquid IV powdered hydration drink and Olly Sleep supplements for both kids and their parents. Olly, like Welly, was co-founded by entrepreneur Eric Ryan, also the co-founder of Method products, now owned by SC Johnson.

Non-Unilever brands in the kit include Peace Coffee (for the adults).

To promote the “Happy Campers Kit,” Thiessen, Welly and the ACA have been running social posts, and Thiessen has been telling such publications as People and Motherly about sending her own 13-year-old and 8-and-a-half year-old off to sleepaway camp this coming summer.

Thiessen, said to have curated the kit in collaboration with Welly, states on the kit’s webpage that “any parent’s biggest worry in sending their kiddos off to sleepaway camp is that they might get hurt. Sadly, we can’t prevent that from happening, but working with Welly to prepare kids and parents for physical or emotional wounds has helped lessen those little worries.”

Before developing the kit, Welly and the ACA say that they conducted a focus group of camp directors to explore solutions and coping strategies for kids’ homesickness and parents’ “kids

ickness.”

“The group discussed the value of seeing camp as a milestone for children and encouraging parents to view it as an opportunity for growth, too,” they said in a press release.