Dive Summary:
- Using proven marketing techniques like white backgrounds and stunning models, Target has released a new marketing campaign aimed at providing tongue-in-cheek commercials and conquering the gap between everyday essentials, high fashion and affordability.
- Although the grocery line has low profit margins for Target, the strategy behind its offering is to build the consumer cart and drive business into the stores.
- Following a major failure with the Neiman Marcus collection, Target aims have an advertising campaign that is the first of its kind by making groceries chic and desirable.
From the article:
"...The ads, which air on television as well as a myriad of other venues, are meant to build awareness and sales."We want to surprise and delight our guests and bring them into stores," said Target spokeswoman Jamie Bastian.
Target would not disclose cost of the ad campaign, which will run all year, including four new spots on the Golden Globes, but the price is easily in the millions of dollars..."
