Campaign Intro: Sip into something LIGHT
The launch campaign began on the Target.com homepage, Facebook, and the Crystal Light website, offering a free Target-brand C9 tee shirt with purchase.
Gift-With-Purchase
An in-store gift-with-purchase promotion—a Crystal Light watch—highlights the month-oriented promotional program and can be used throughout the campaign.
January: Sip into something ACTIVE
The Target In-store Promo is a 5-minute Workout Guide which lays off 5-calorie Crystal Light. It can also be developed as a video series. The instructors all wear C9 Active Wear from Target.
Target.com Spotlight
This Target.com Spotlight promotes a gift offer with Crystal Light purchase. It’s product-focused and is paired with the season.
In-Store Sampling
Target in-store sampling features a host C9 Active Wear, a locker housing Crystal Light and a cooler bottled water.
April: Sip into something SWIM
Crystal Light introduces its new swimsuit fit guide on Target.com, featuring Target swimwear paired with Crystal Light products.
In-Store Offer
The corresponding in-store offer is a free beach case filled with Crystal Light on-the-go packs with every Swimsuit purchase.
In-Store Promotions
Models in the end-cap promotions wear Target swimwear.
Sampling in the swimwear department is hosted by a “lifeguard” and features a lifeguard chair housing Crystal Light, a cooler filled with bottled water and free beach case giveaways.
April: Sip into something DENIM
For August, a new Jeans fit guide app is introduced, featuring Target’s Denizen jeans paired with Crystal Light products.
In-Store Promotions
Endcaps also feature Target Denizen jeans and Crystal Light.
Gift-With-Purchase
Messaging appears right on the Denizen jeans: the pocket patch promotes a free Crystal Light gift with every Denizen purchase.
Circular
The promotion is reinforced in the circular.