Bullseye is Back in Target Marketing

Target Corp. (Minneapolis) has launched its latest marketing campaign focusing on its former strategy featuring Bullseye, the white bull terrier dog. Though the dog once featured prominently in Target’s marketing, in recent years it has been utilized less.

The New York Times reports this year the company has brought the dog back into the spotlight by prominently displaying it in this year’s Star Wars franchise advertisements and by creating “Bullseye’s Playground” in the store’s “first impressions” area, which features seasonal merchandise and Bullseye dolls. Target also added Bullseye benches to 1400 stores, which allow customers to take photos with a replica statue of the dog.

Target’s iconic dog is currently played by three dogs that take turns performing as the chain’s mascot and wear pet-friendly red makeup in the shape of the brand’s logo on their eyes. Two more dogs are in training for future performances.