Target Chooses 'Well' for the New Year

Target zeroed in on wellness as the theme for its New Year's campaign, dedicating its back-of-the-store seasonal department to "well chosen" items it described as "all sorts of good stuff."Standout merchandisers included a "well blended" table display that stocked products needed to make smoothies from brands such as Sequel Natural's Vega and CytoSport's Muscle Milk. A similar "well powered" table display merchandised fitness accessories from companies including S'well and Gaiam. Nearby, a themed rack grouped self-help and recipe books with small electronics such as earbuds, while an adjacent dump bin stocked packages of running socks.Endcaps within and nearby the seasonal department were outfitted with themed headers merchandising corresponding products:"well fortified" for vitamins and supplements."well hydrated" for Everfresh Beverages' LaCroix Curate. A sign affixed to the endcap additionally promoted 10% off available via Cartwheel."well flexed," "home gym for the win," "raise the bar," and "well-rounded workout" for fitness equipment.In the athletic apparel department, price signs on racks merchandising private label C9 by Champion SKUs (manufactured by Hanesbrands Inc.) were outfitted with "well trained" header cards.On target.com, the retailer dedicated its home page leaderboard ad to the occasion, promising "buy one, get one 50% off" on C9 by Champion apparel. Display ads on websites such as usweekly.com, email blasts, regional radio spots, and circular features supported. The Jan. 1 tab also delivered a coupon for $10 off any C9 by Champion or exclusive Ignite by SPRI fitness equipment purchase worth at least $40.Within target.com, a seasonal landing page let visitors shop by category: "well trained" for active clothes and accessories, "well powered" for home workout gear and wearables, "well nourished" for nutrition and smart eating, "well balanced" for relaxation and stress relief, and "well played" for active kids.Target also made room on its home page for a display ad promising $15 off GSK's NicoDerm CQ or Nicorette items. The ad linked to a GSK smoking cessation showcase that also plugged Nicorette's Target-exclusive Quit Smoking Starter Kit and the $30 in savings and rewards contained within. In stores, the kit earned prime merchandising space on an endcap in the pharmacy department.Back in stores, the well chosen theme also extended to a variety of product in bulk packaging at "cart stopping prices" as part of the retailer's periodic stock-up sales. Among the represented brands:Bags of Mars Inc.'s Pedigree dog food were stacked on a pallet outfitted with a sign promising 20% off via Cartwheel.Another pallet stocked 24-can cases of Coca-Cola Co. brands at a $5.99 price point.SC Johnson's Glade and Procter & Gamble's Febreze each supplied a floorstand stocking new air fresheners.3M's Scotch-Brite deployed multiple shelf trays highlighting product attributes.P&G's Cascade and Dawn earned secondary merchandising on a case stack.

P2PI MEMBERS

JOIN P2PI

You May Also Like

Stanley Starts the New Year With Target Exclusives

Decoupage Artist Brings Thanksgiving Collection to Target