Target Centralises Design in New āInside Outā Campaign
In a world where creative marketing angles are required to drive attention towards brands, Target has hit the mark.
āInside Outā is the brandās latest ad campaign and will roll out in phases between the back-to-school period through to the festive season.
The campaign is currently planned for distribution across television, streaming, digital, social and audio platforms.
Design takes centre stage
The first 30-second ad spot follows a variety of customers like families, dog owners and women sipping trendy drinks, with their latest Target purchases showing in clear transparency, as if in an invisible shopping bag.
Each customerās invisible shopping bag then materialises into an iconic Target bag, eventually swarming the city with the distinguishably red bags.
“Great design has always been about more than the products on our shelves. It’s about how Target fits into our guests’ lives and helps them express who they are. With ‘Inside Out’, we’re putting guests at the centre and using something as familiar as the Target bag to tell those stories in a fresh, joyful way,” comments Scott Swartz, Vice President of Creative at Target.
‘Inside Out’ aims to put design at the forefront of Target’s marketing, merchandising and customer experience – no matter what customers have purchased, the shopping bag represents the joy and happiness the brand can bring.
Social media plays a key role
Alongside the hero film, Target has introduced two features of the campaign: Red Bag Stories and Bagspotting.
Red Bag Stories will follow social media content creators as they share what they have picked up from Target and distribute haul-style videos on platforms like Instagram and TikTok.
We’re putting guests at the centre and using something as familiar as the Target bag to tell those stories in a fresh, joyful way.”
Bagspotting will activate in early October across Boston and Chicago and will reward local residents caught with a Target shopping bag. With street-side challenges and gift card opportunities, customers are invited to make the campaign their own.
The campaign will also spread across communities, after announcing that Target will give reusable bags to shoppers across five cities and two college campuses in the United States.
āInside Outā ties back to Target by Design, its two-day presentation at the New Museum during New York Fashion Week, showcasing its legacy of design from designers like Issac Mizrahi.
Striving to strengthen the brandās marketing comes after the multiyear turnaround, launched in March, where Target announced a US$1bn operational investment that includes increased brand marketing ā the effort is already beginning to gain traction after a rise in sales by 3.8%. This is expected to continue to rise during the campaignās rollout.
- Target launched a new ad campaign called "Inside Out," with a phased rollout from back-to-school through the holiday season.
- The campaign centres on Target's iconic red shopping bag, showing customers' purchases materialising into the bag as a symbol of self-expression and joy.
- Two social features accompany the campaign: Red Bag Stories (creator haul videos on Instagram/TikTok) and Bagspotting (a street-level rewards activation launching in October in Boston and Chicago).
- Target will distribute reusable bags across five U.S. cities and two college campuses as part of the campaign's community outreach.
- The push follows a $1bn operational investment announced in March as part of a multiyear turnaround, which has already contributed to a 3.8% rise in sales.
Who are Target's key partners?
- Disney ā Themed apparel, toys, and home decor tied to franchises like Marvel, Star Wars, and Pixar form the core of this collaboration between Target and Disney. Target has also hosted Disney shop-in-shops in select locations, offering curated products and character experiences unavailable at standard retail outlets.
- Ulta Beauty ā Curated cosmetics, skincare, and haircare products alongside beauty services define this shop-in-shop partnership between Target and Ulta Beauty, operating as "Ulta Beauty at Target" across hundreds of stores. This collaboration lets Ulta reach new customers through Target's foot traffic, while Target strengthens its beauty category with a trusted, specialised retail brand.
- Levi's ā Target and Levi's partner on exclusive apparel collections, bringing classic denim and casualwear to Target shoppers at accessible prices. Their collaborations include affordable capsule lines featuring jeans, jackets, and streetwear pieces aimed at younger, budget conscious consumers, while expanding Levi's retail reach through Target's stores.
- CVS Health ā Pharmacies and CVS-branded health hubs inside Target stores mark this partnership between Target and CVS Health, replacing Target's former in-house pharmacy operations. This collaboration gives Target shoppers convenient access to prescriptions and healthcare services, while CVS expands its retail footprint through Target's extensive nationwide store network.
Company portals
Executives
Scott Swartz
Vice President Creative
