Target launches first brand campaign in 7 years via AJF
Target has launched its first brand campaign in seven years via AJF, titled ‘That’s Target’.
Target’s previous campaigns, such as its Christmas 2021 campaign and 2019 activewear campaign, have been either seasonal or to launch a specifical collection.
The spots for the campaign see people in various predicaments with their problems solved through Target products.
The bra one feels like it came from the idea of a man – no bra is that comfy, sorry Target. I like the Nonna tested ad – cute.
Target is a brand in trouble. It needs something that’s a) branded and b) aspirational, not this.
These iconic brands needs to be deserved better than this. The ads feel generic, the tone isn’t (even close to) Target and there is very little branding. In addition the idea ‘That’s Target’ says nothing about the brand and doesn’t help the organisation decide what is and is not Target. I’m sorry but the sooner this comes and goes, and a better platform idea is developed the better off Target will be.
Target and AJF need to read Building Distinctive Brand Assets. Target used to have it right – I can guarantee you nobody will still be paying attention by the time the brand is reveled.