Video: Target’s All-Female Creative Team for Swimwear Rolled the Dice for This Campaign

'A small step that was the right thing to do,' said CMO Rick Gomez

- Credit by Editor: Breana Mallamaci

Target has the No. 1 market share in women’s swimwear, but the retailer decided to do something a little different for its summer 2017 campaign. The creative team, which happened to be all women, chose to not airbrush any of the models in the body positivity campaign. “It felt like a small step that was the right thing to do,” said CMO Rick Gomez during his Brandweek talk.

Watch his full Brandweek keynote, in which he also discusses what the brand has learned from marketing fails, above.

Join the foremost brand marketers, such as Marc Pritchard, Brad Hiranaga, Kory Marchisotto and more, for Brandweek Masters Live on Sept. 14-17. Secure your pass and learn from the brand masters.

Publish date: October 9, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT