- Target has unveiled a second holiday marketing campaign, introducing a fictional store team member named Kris, who acts as a modernized tackle a Christmas icon, per details shared with Marketing Dive.
- Kris appears in latest spots to assist customers with tasks like picking out a Thanksgiving turkey. The character, a beefy tackle Santa Claus who wears a tight-fitting red zip-up and closely cropped silver hair, is described by one shopper as “weirdly hot.”
- “Kris from Target” formally launches Nov. 17 with a media plan spanning social, TV, streaming and short-form video. Target will lean on the messaging platform around upcoming shopping occasions like Black Friday and Cyber Monday
Target is taking an unusual approach for the vacations, running two distinct marketing campaigns for the primary time. The strategy was informed by consumer insights that exposed many individuals imagine the season becomes a stressful and “transactional chore” because the calendar advances, based on the announcement. Target Creative and agency partner Mythology are behind the concept, with EssenceMediacom providing media support.
Kris goals to catch viewers’ attention along with his distinctive, muscle-bound look and friendly demeanor. The modern-day tackle Santa Claus is introduced in a 30-second industrial, “Born to Be Kris,” where he rides out to a Target in a red Ford Bronco truck (with license plate “Sleigh”) while the unique version of “Born to be Wild” blares.
“Kris from Target” has 4 30-second spots, 10 15-second spots, and nine 6-second videos, in addition to a handful of Spanish-language ads. Both Target holiday campaigns will air through the tip of the vacations.
The introduction of Kris follows the rollout of “Happier Holidays from Target” on Nov. 3. That campaign depicts shoppers as they explore Target stores enlivened by fantastical elements, including a slumbering polar bear and fleet of reindeer, while highlighting the big-box retailer’s product assortment. Kris is being deployed around specific shopping windows, corresponding to Thanksgiving and Black Friday, to tell consumers about specific deals and services.
Target is offering its widest holiday assortment so far this 12 months and running several offers that aim to spice up traffic at a time when many patrons proceed to feel the pinch of inflation. The brand has brought back its Deal of the Day promotions for Q4 2024 and can for the primary time hold a three-day Early Black Friday Sale.
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