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.
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.
This Target.com Spotlight promotes a gift offer with Crystal Light purchase. It’s product-focused and is paired with the season.
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.
The corresponding in-store offer is a free beach case filled with Crystal Light on-the-go packs with every Swimsuit purchase.
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.
Endcaps also feature Target Denizen jeans and Crystal Light.
Messaging appears right on the Denizen jeans: the pocket patch promotes a free Crystal Light gift with every Denizen purchase.
The promotion is reinforced in the circular.