It’s always fun to receive tips and story ideas from readers and this post came from no fewer than a dozen people, dropping off mailers and commenting on how much they either love the creative of more often dislike it. This past week a direct mail campaign featuring Target’s new Up & Up brand hit mailboxes. It is hard to say how extensive it is but reports from readers have it showing up in at least six major markets. The 16-page mailer features more than $15 worth of coupons for Up & Up products as well as the brand story. I have included a number of the pages from the booklet here, however much of the content is duplicated above in a flash video from the Target website. Click through the buttons on the video and it has multiple layers of information.

Is this really Up & Up or a branding dud?

Or will time prove it to be part of a genius strategy for the Target portfolio of Private Brands?