That’s gotta hurt

Brand manufacturers can’t be excited about the relaunch of the Target brand as Up & Up, especially given all the marketing muscle the retailer is putting behind it. That’s why it was interesting to see ads for brands scuh as Huggies, Quilted Northern, Always, Tampax, Benadryl, Clorox Wipes and Ziploc bags alongside comparable Up & Up brand products in Target’s most recent circular. Branded manufacturers typically pay for the privilege of being included in retailers’ circular ads, which is why it can’t feel good to see featured products positioned alongside items that Target is eager to see gain share.