Target Waxes Nostalgic

Target continued betting on consumer nostalgia to spur sales through two recent moves.The retailer is merchandising another round of exclusive retro cereal packaging from General Mills. The fifth rollout of limited-edition Big G boxes to hit Target shelves highlights the 1980s with graphics from classic Atari arcade games such as Asteroids, Centipede and Missile Command, along with back-panel games and activities. The throwback packaging for Cinnamon Toast Crunch, Cheerios, Honey Nut Cheerios, Cocoa Puffs and Lucky Charms will be available through mid-March. A Feb. 12 circular feature, online ads and social media activity support.Some of the marketing materials direct consumers to Mills-operated Grocerysavvy.com. There, the manufacturer further activates its partnership with Atari — which ties into the game maker’s 40th anniversary — by offering Centipede and a “Target Retro Sweepstakes” awarding three grand-prize packages of Atari Arcade joysticks and $10 store gift cards, and 20 secondary prizes of Atari T-shirts and $10 cards. Registered site members enter from Feb. 6 through March 12. Leader Enterprises, Roswell, GA, handles.In related news, Target recently joined General Mills as charter sponsor of new Viacom programming on TV and online. Produced by Viacom’s Nickelodeon under its NickMom banner, the programming is aimed at mothers who watched the kids' cable network when they were children.On television, a block of programs will debut on the Nick Jr. network next fall, including comedy series, talk shows and game shows. Nickmom.com went live in November 2011, when General Mills and Reckitt Benckiser signed on as advertisers. The three sponsors have signed multimillion-dollar deals that include brand integration into content.

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