Target Summers with the Justice League

Target teamed with Time Warner's Warner Bros. and DC Entertainment divisions to unleash a collection of exclusive "Justice League" products as part of its summer marketing program.Launched May 19, the licensed lineup boasts some 50 items including plastic dinnerware, aprons, beach toys and towels (that can double as capes). Target also is merchandising nationally available Justice League products across more than 20 categories including toys, home, stationery, apparel and accessories.Though it has all the makings of a movie tie-in, the effort actually was inspired by a 2011 revamp and relaunch of DC Comics’ entire catalog of monthly superhero books. All the licensed items are stocked on dedicated endcaps outfitted with headers depicting superheroes such as Batman, Superman and Wonder Woman. The bulk of the endcaps are housed in the back-of-store seasonal department, which has been made over with vintage graphics and designs to align the superhero theme to Target’s broader “Summer Up” campaign. Signage through the rest of the store was also updated to reflect the theme. In one cross-merchandising example, an endcap in the grocery department stocks grilling needs such as Clorox Co.’s Kingsford charcoal, H.J. Heinz Co.’s flagship-brand ketchup and Campbell Soup Co.’s Pepperidge Farm buns.Some stores distributed a 32-page booklet delivering approximately $30 in relevant coupons along with summer recipes and tips such as “Keep yogurt tubes in the freezer.” Multiple brands were often promoted together:A coupon offered a free four-pack of King’s Hawaiian Bakery’s flagship-brand sweet rolls with purchase of a package of Completely Fresh Foods’ Jack Daniel’s cooked meat (manufactured under a license from Brown-Forman Corp.).A “summer deli wrap” recipe called for Clorox's Hidden Valley ranch sandwich spread and Hillshire Brands’ Hillshire Farm sliced meat, suggesting that the meal be paired with PepsiCo’s Izze sparkling juice. The accompanying coupon offered $3 off the purchase of all three items.A “mini ice cream sandwiches” recipe incorporated Kellogg Co.’s Eggo Minis waffles and Unilever’s Breyers ice cream. The accompanying coupon promised a free Eggo SKU with purchase of two Breyers products.Other brands showcased in the booklet included Unilever’s Hellmann’s, Kellogg’s Gardenburger, Bush Brothers’ Bush’s Best, Link Snacks Inc.’s Jack Link’s, Coca-Cola Co.’s Gold Peak, Johnson & Johnson’s Aveeno, Pfizer Inc.’s Centrum, and private labels Market Pantry and Up & Up. All the coupons expire on July 28.Target began employing a summer theme in weekly circulars on May 19, about the time it also introduced seasonal graphics to its website. Multiple 30-second TV spots from Los Angeles-based 72andSunny (see video below), print ads in magazines including Meredith Corp.’s Parents, display ads on websites such as 1up.com, email blasts and social media activity support. The retailer also has run multiple seasonal FSIs with Procter & Gamble. (See Related Promotional Activity.)In its June 2 circular, Target devoted a full page to the Justice League products. The items are also showcased in a dedicated brand shop on target.com. Display ads running throughout the website link to the shop. A 30-second national TV spot supports. (See below.)

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