Are you ready to talk about Christmas ads?
This campaign, “Kris from Target,” is a standout example of how brands can embody their values in ways that resonate deeply with customers. With “Kris,” a modern-day Santa figure, Target introduces a personality that reflects the brand’s values of joy, optimism, and helpfulness, offering a memorable shopping experience in what can often be a stressful time of year.
Here’s why this approach is so effective and what other brands can learn from it
Creating a Relatable Hero to Embody the Brand
Target’s Kris isn’t the typical red-suited, white-bearded Santa we know. Instead, he’s a fresh, modern take on the classic holiday figure, complete with a “witty edge” and roguish charm. By presenting Kris as a guide through holiday shopping, Target shows that it truly understands the needs and emotions of its customers during this busy season
Humanizing the brand through an optimistic presence
Kris makes the brand feel more human and accessible. This character-based approach creates a lasting impression by giving customers a relatable “face” of the brand, someone they feel they can turn to as they navigate the holidays. Kris isn’t just promoting deals; he’s there to ease the burden of holiday tasks, bringing warmth and positivity to the process. In doing so, Target taps into the emotional aspect of shopping, moving beyond mere transactions to create a deeper connection.
Standing out in a crowded market
Holiday ads often center on traditional themes of family and gift-giving. While these are powerful motifs, they can become repetitive. Target’s decision to introduce Kris as a fresh, unique Santa figure is a clever way to stand out. He’s familiar enough to evoke the holiday spirit but different enough to capture attention and build a stronger connection with the audience. By presenting Kris across multiple platforms and in both English and Spanish, Target is ensuring that its cheerful, modern “Santa” reaches a wide audience, making Target a go-to holiday destination for customers of all backgrounds.🎅
What's my takeaway?
Target’s “Kris from Target” campaign is an excellent reminder of the power of using characters to breathe life into brand values. In a season often focused on materialism, Kris reminds consumers that joy and connection are also a part of the holiday experience. Brands that want to stand out should consider ways to embody their values in ways that make them feel approachable, human, and aligned with the needs and emotions of their audience.
What a joy to start the season this way!🎄🎉 Lisa Roath Aya Kanai Katie Johnsrud Scott Swartz
As Target’s Kris shows, sometimes a well-crafted character can be the holiday hero customers didn’t know they needed!
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