Exclusive: Target Unveils First Brand Campaign Under New CMO

Its new tagline, 'What we value most shouldn't cost more,' aligns with the 'Expect more. Pay less.' slogan

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Target is unveiling a new brand campaign tomorrow under the tagline “What we value most shouldn’t cost more.”

The new tagline is a sentiment that perfectly aligns with the banner’s brand promise “Expect More. Pay Less,” Cara Sylvester said in her first interview since being named chief marketing and digital officer in February.

Even more importantly, Target’s latest campaign is meant to serve as a framework or creative platform over the long term for all the retailer’s marketing efforts going forward.

“In today’s world, both marketing and retail is all about understanding the consumer and pursuing the most meaningful, authentic connections,” Sylvester said.




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