Playing in culture
This year Target has aimed to capture consumer attention through more entertaining marketing that capitalizes on cultural moments, Roath said.
In April, comedian Kristin Wiig reprised her famous Saturday Night Live character, Target Lady, for the brand’s national campaign promoting its membership program.
“That Target Feeling,” which debuted in May, resembled a music video with a nostalgic bop, a remake of Michelle Branch’s 2001 hit Everywhere.
Target has also partnered with Universal Products & Experiences for the upcoming Wicked movie, based on the Tony Award-winning musical of the same name. Target is the only retail partner to feature Cynthia Erivo, who plays Elphaba, in its Wicked-themed commercial and a range of products.
And in October, Target unveiled two exclusive Taylor Swift products available at the retailer starting Black Friday: a book based on the pop star’s Eras Tour and a vinyl and CD release of Swift’s The Tortured Poets Department: The Anthology album.
“We want to play into cultural moments but also create our own,” Roath said. “Guests expect Target to be in those moments.”
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