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Dive Brief:
- Target has unveiled a second holiday marketing campaign, introducing a fictional store team member named Kris, who acts as a modernized take on a Christmas icon, per details shared with sister publication Marketing Dive.
- Kris appears in new spots to help customers with tasks like picking out a Thanksgiving turkey. The character, a beefy take on Santa Claus who wears a tight-fitting red zip-up and closely cropped silver hair, is described by one shopper as “weirdly hot.”
- “Kris from Target” formally launches Sunday with a media plan spanning social, TV, streaming and short-form video. Target will lean on the messaging platform around upcoming shopping occasions like Black Friday and Cyber Monday.
Dive Insight:
Target is taking an unusual approach for the holidays, running two distinct marketing campaigns for the first time. The strategy was informed by consumer insights that …