Target Up&Up (short)
Shift a core brand idea to drive growth
target up&up
challenge
The scope was huge: almost a thousand products across food, cleaning, paper goods, beauty, personal care, first aid and pharmaceuticals. Pretty much all the things that run out rather than wear out.
Insight
Ethnographic and quantitative research led to the core idea of everyday optimism: giving guest a fresh and individual brand, not an imitator – making a daunting shopping experience simpler by being easy to spot, navigate and select.
Result
An experience guest can become loyal to, not just a keenly–priced product. The impact? 20% revenue growth and a stronger masterbrand. According to BrandWeek, “Target’s nearly 50% jump in brand value could be attributed to the mega retailer’s intense focus on its new, up&up private label line.”
Brand ARCHITECTURE
A look at the competitive landscape revealed that competitor brand architectures tended to be more unified horizontally than Target’s, with the exception of WalMart. WalMart stretched their "Great Value" brand to include household items (napkins, dish and laundry detergent, cleaning) as well as food. The solution was a simplification of the brand architecture across categories, reducing 150 SKUs down to one brand.
Defining a core idea
