Target's New Campaign a Tongue in Chic Lesson in How to Market Groceries

Posted by Dale Buss on January 7, 2013 04:11 PM

Leveraging its design chops in a whole new way, Target is launching a new multi-faceted marketing campaign behind its CPG products with a decidedly unique twist.

"The Everyday Collection" by Target isn't its latest limited edition designer collaboration. It's a minimalist campaign touting — wait for it — groceries, from cake mixes to laundry detergent, prenatal vitamins to cuts of steak. It's also applying its acknowledged sensibilities in fashion and design to promoting the, let's face it, more mundane SKUs in its inventory on behalf of its brand affiliates: consumer packaged goods.

In one example of how it's putting the chic in CPG, its "Laundry" spot highlights P&G's Tide detergent, Tide Pods and Downy fabric softener. A lithe brunette dressed in flowing white garb gets a 360-degree, slow-motion treatment by the camera as she looks to get profound about doing the laundry. "We all yearn for something," the model opines. "And that something ... is the other sock."

It's typical Target tongue-in-chic, as America's masstige retailer plays on its reputation for giving consumers a taste of haute couture at mainstream prices. The campaign "combines Targets' insight into guests' everyday routines with our design and fashion credibility to showcase products at a great price," says Jeff Jones, EVP and chief marketing officer, making good on his commitment to storytelling. "It is the ultimate expression of 'Expect More. Pay Less.'"

Will the next ads actually show models doing laundry? Not a chance, dahling. Watch the spots and let us know what you think in the comments.


Fitz Gerald United States says:

Turns out "We all yearn for something" applies to Tide itself. It's America's most shoplifted brand in supermarkets -- for reasons you have to read to believe!

January 8, 2013 12:10 AM #

kooks United States says:

never thought a laundry detergent ad would make me laugh but this one did - brilliant ad campaign.

January 8, 2013 12:23 PM #

Nona Smith United States says:

Mesmerizing, riveting and so brilliant! The pre-natal vitamin spot is especially brilliant.

January 8, 2013 12:45 PM #

Atlanta Branding Firm United States says:

I LOVE Target's commercials. They have the uncanny ability of turning ever day items into modern cool. Who thought laundry detergent could look so good? Makes me want to go do laundry right now.

January 8, 2013 12:51 PM #

Cara Benson United Kingdom says:

Love the simplicity and humour of Target's adverts. Spot on!

January 9, 2013 01:33 AM #

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