Monday, June 22, 2009

What's Up With Retro Oreo & Ritz Boxes at Target?

I have to admit, I am a frequent Target shopper. It's a store that no matter what's on my list I come out with about 5-10 extra things that I never planned on buying. A few weeks ago when I was in the store I couldn't help but notice the new Ritz and Oreo boxes.

At first I thought both brands had a simple, retro redesign until I noticed the boxes were unchanged at other stores. This left me wondering why until one of my favorite new website, The Dieline, a package design website, informed me that the new boxes were a Target exclusive summer promotion.

I'm not too sure I love the design idea. I like the simplicity, but looking at them on the shelf my first reaction was a generic, cheap product.

This Target only promotion prompted a lot of questions:
  • Who pays for this promotion - Target or Nabisco?
  • What are the benefits of exclusive store packaging? Does having a unique brand for just one store really work?
  • What is the goal of this promotion?
  • Will it really sell more cookies and crackers and will people know they came from Target, or even care they came from Target.
  • Does exclusive store packaging make you want to go to the store because of the special packaging?

What do you think? I'd love to hear your thoughts.

Even though I pick up extra items at Target each time I shop, I did not buy the exclusive Ritz Crackers or Oreo Cookies. Maybe the Target packaging didn't make a strong enough imPRession on me. On the other hand, it made me curious enough to research it and make a post about it. Hmmm.


Anonymous said...

I agree with the "low-rent" look. If Target is trying to set itself apart from other discount stores, hasn't it already done that?

From a marketing standpoint, it is null and void. That won't increase my footsteps through their door! I'm not sure what the goal is and whoever is paying should just write the check to me!

ju ju burd

rkovo said...

I don't really understand the point of this either. The only advantage I see is the redesign of the Oreo package has both "o" looking like the Target symbol. Otherwise it looks like someone did rip-off packaging of classic brands. Let us know if you find out any more information.

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