Target unleashed a new “colorful” ad campaign recently, but I feel that it missed the mark. I discuss why I feel this way and what it could mean for Target in the latest edition of Retail Rap, my twice monthly column for Chain Store Age.
I have to admit, this ad missed the mark a little bit with me — mainly because it left me more puzzled than excited — and made me wonder if it missed the mark with others as well. I’m guessing the point of it was to show that the range of products at Target has the potential to make bland things more interesting and that the things you buy at Target can make your world a little brighter. The energy, activity and bright colors seem clearly aimed at reinforcing the notion that hip and chic are key elements of the Target brand. But, can they afford for people to guess what their message is?
Check out the full article from my recurring column, Retail Rap, at Chain Store Age.