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Target
1962-1969
This inaugural slogan was introduced for the first Target store as a discount subsidiary of the upscale Dayton department stores. Founder John Geisse designed Target to expand the company's reach without harming the premium Dayton's brand. The first Target store opened in Roseville, Minnesota, with the core value proposition: quality goods at lower prices than department stores.
1994-Present
“Expect More. Pay Less.” was introduced during CEO Bob Ulrich's leadership. It’s been an enduring slogan ever since for Target and it has helped the brand position itself against Walmart and Kmart. Showcasing Target's "cheap-chic" strategy—offering designer collaborations, exclusive products, and stylish essentials at competitive prices.
Late 1990s-2000s
This secondary tagline reinforced Target's ethical commitments while maintaining its value proposition. The slogan was part of the retail chain’s corporate social responsibility initiatives, including Target's pledge to donate 5% of profits to community causes.
2000-2010
Launched when Target Corporation officially changed its name from Dayton-Hudson Corporation, the “Don’t Stop living in the Red” campaign celebrated Target's iconic red branding. The catchy slogan appeared in commercials featuring upbeat music and vibrant visuals. This period saw Target's store count surpass 1,000 locations.
2009-2012
Debuting during the economic recession, this slogan acknowledged the hardships consumers were facing. The wordplay helped Target adapt with the times, from a pure discount retailer to a lifestyle brand. The slogan was launched with Target's expansion into grocery through its PFresh concept.
2012-2016
“Hello, Goodbuy was part of Target’s urban expansion e-commerce strategy. It accompanied the launch of small-format CityTarget stores in metropolitan areas and enhanced its website shopping experience. The campaign followed Target's difficult Canadian market entry and data breach.
2016-2020
Under CEO Brian Cornell's leadership, “Find Your Joy” appealed to targeted millennials entering their peak spending years. The slogan shifted focus from pure value to the satisfaction of discovering perfect products. It supported Target's $7 billion store renovation initiative, expanded owned brands, and same-day fulfillment options through the Shipt acquisition.
2020-Present
Launched during the COVID-19 pandemic, this community-focused message highlighted Target's essential retail role. It acknowledged the shared challenges of the period while emphasizing Target's commitment to safety, convenience, and accessibility. This era saw amazing digital growth as Target leveraged its stores as fulfillment hubs during changing shopping patterns.
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