What We Value Most Shouldn’t Cost More — Our Latest Marketing Campaign Shows How Target Helps Us All Reach A Little Higher

May 26, 2021 - Article reads in
What We Value Most Shouldn’t Cost More Play

Showing up for guests when and how they need us most — that’s what motivates Team Target to do our very best each and every day. It’s also the big idea behind our latest brand campaign, which launched this week. From community support to affordable healthy choices, it’s always possible to take home more of what you value at Target.

To learn more, we sat down with Chief Marketing and Digital Officer Cara Sylvester, who took us behind the scenes — and shared what’s on deck as she settles into her new role.

We’re so glad you’re here with us! We want to hear more about you, but let’s kick things off with a look at this new campaign.

Well, of course! I’m excited to share more. This new campaign represents an important opportunity for us to highlight all the reasons for guests to choose Target. Our goal is to amplify the good that’s within reach for all of us every day, and spark more possibility in our guests' lives in the way that only Target can. I love that the campaign’s tagline, 'What we value most shouldn’t cost more,' is a fresh representation of our longstanding brand promise, 'Expect More. Pay Less.' This spring alone, we’ve delivered on this promise by stocking even more inclusive makeup brands, launching our most diverse designer collection to date at Target-only prices and continuing to ensure order pickup and delivery is as seamless as possible — and so much more!   

Tell us about where guests will see this campaign out in the world.  

The first spot, which features the song 'Colors' from the Grammy-winning band Black Pumas, debuted during the season finale of 'This is Us' on May 25. Starting May 30, guests will see the campaign across video, social, print and more. The most exciting part is that we’ll expand our impact over time by continuing to roll out fresh new creative, and this body of work will serve as the foundation for more inspirational marketing from Target going forward.

This sounds like a big milestone! How will you keep the momentum going as you settle into the chief marketing and digital officer role?

To me, success as the chief marketing and digital officer requires an understanding of the art and the science, or as I like to say, the math and the magic. As the world around us continues to evolve quickly, that balance helps us keep the guest at the center of everything we do, ultimately allowing us to create deeper, more personal connections. We’re also incredibly focused on remaining flexible and nimble when it comes to creating an only-at-Target shopping experience, both in stores and online. The result if we're doing all of this right: Our guests know we’re there for them wherever, whenever and however they need us.

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