Strong Target Branding with Marshmallowland Commercial

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By: Cindy Wendland

We were watching some TV program this weekend when Target’s latest holiday commercial aired. We didn’t catch it all the first time. Luckily they aired it a few more times so we could see all of it. It was cute, fun, and made you want to shop at Target.

With a fun twist on Alice in Wonderland, the little girl jumps through the Target target hole, slides down a marshmallow slide, and ends up in a magical land. Eating a marshmallow makes her small. She sees all kinds of characters and toys and follows the Target mascot out into the woods. On their walk, she passes the Elf on the Shelf and reduces the dinosaur with a marshmallow to get the gift. Then she wakes up at the table.

The commercial is strongly Target branded with red and white striping everywhere. It’s a great tie-in to Christmas, but also to Target. They continue their strong use of white space, bright colors, and vivid expressions. Their strong branding and consistency make sure there is little question that the commercial is Target. In a subtle but exciting way, they remind you of classic toys to buy for gifts. In a not so subtle way, they tell you shopping at Target will be fun. Well done. Can’t wait to see it again.

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About the Author

Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.

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