TORONTO – Target’s brand is well known to the bulk of Canadians, according to research, not just for its distinctive bull’s-eye logo but for its entrenched reputation as a purveyor of affordable style.
The retailer’s first Canadian ads from KBS+ Canada begin airing during the Oscar telecast on Sunday night, and they echo the style and cheeky spirit of Target’s U.S. commercials: bright colours, red and white landmarks and a catchy pop soundtrack.
But as Target’s full marketing assault kicks into high gear in the coming weeks, the company has placed its bull’s-eye directly upon rival Walmart by making a promise no other mass retailer in Canada has dared make — that of a short lineup at the cash register.
In a “brand manifesto” commercial that began playing on the Target.ca website Tuesday, the retailer offers a peek at the goods on offer inside typical a Target Canada store, underscoring the “expect more” element of its “Expect more, pay less” tag line that has accompanied company marketing since the early 1990s.
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