Classic Pooh Campaign for Target

You know that feeling you get when you’re reunited with a favorite childhood toy? Kid cereal? TV show? That’s the feeling we wanted to capture when reuniting Target guests with one of their beloved childhood friends: Winnie the Pooh. We reached out to first-time expectant moms through a series of print ads, direct mail and online touchpoints, as well as cross-merchandising strategies. Mini-CD hang tags on Target maternity apparel and an online sweepstakes were also concepted. A handy, doctor office promotion was developed…a set of Classic Pooh flash cards featuring assorted CP merchandise that gave busy moms-to-be quick primers on baby sign language, fun mom/baby games, songs and milestone calendar stickers — all leveraging the brand’s unique “sing-songy” language and storytelling approach. The Classic Pooh at Target campaign also reached out to gift-givers through a series of print ads and sounded GiftCards available in-store. This work was produced while Jodi was with Catalyst Studios. She was the lead creative on the Target Classic Pooh campaign for three consecutive years, responsible for concepting marketing/promotional strategies and overseeing the creative execution.

Print ad concepts targeting first-time expectant moms and gift-givers.
A handy, doctor office promotion was developed…a set of Classic Pooh flash cards featuring assorted CP merchandise that gave busy moms-to-be quick primers on baby sign language, fun mom/baby games, songs and milestone calendar stickers — all leveraging the brand’s unique “sing-songy” language and storytelling approach.
The Classic Pooh at Target campaign also reached out to gift-givers with a series of sounded GiftCards and pre-paid calling cards available in-store.
Mini-sitelet concepts.
A smart cross-merchandising strategy: Classic Pooh mini-cd hang tags on Target maternity apparel that housed 30-minute narrated stories from Pooh Corner.
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