Target is rolling out a new national brand campaign that puts guests and the retailer’s iconic red shopping bag at the center of the story.
The campaign, called “Inside Out,” links Target design, shopping and the products purchased to who customers are and what brings them joy, the company maintained. Overall, the campaign features stylish vignettes that pair products with distinct personalities and everyday moments, showing how Target design helps guests express themselves, create meaningful experiences and find joy in the everyday.
Set to singer-songwriter Raye’s “Joy,” the new Target campaign will roll out in phases, the company pointed out, with creator storytelling, culturally relevant audio, and unexpected moments tied to Fashion Week in New York City. The campaign will include television, streaming, digital, social and audio elements.
A particular feature of the campaign is Target’s introduction of Red Bag Stories and Bagspotting. Red Bag Stories follow creators as they share what they carry in their Target bags, while Bagspotting will pop up in Boston and Chicago with street-side challenges and surprises for people carrying their own Target bags. Taken together, Red Bag Stories and Bagspotting will invite consumers into the campaign while making the crimson sack and what it contains their own.
For a limited time, Target will give reusable bags to shoppers across five cities and two college campuses in the United States, bringing its marketing campaign to life beyond stores and throughout communities, the company noted.
The campaign ties back to Target by Design, a two-day immersive presentation the company recently hosted at the Big Apple’s New Museum as a New York Fashion Week retail experience.
Scott Swartz, Target’s vice president of creative, said, “Great design has always been about more than the products on our shelves. It’s about how Target fits into our guests’ lives and helps them express who they are. With ‘Inside Out,’ we’re putting guests at the center and using something as familiar as the Target bag to tell those stories in a fresh, joyful way.”
