Target\’s – Up & Up Direct To You.

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?

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.