In recent shopping trips to Target I have become friendly with the new store brand up&up.  I’m conscious that in certain categories I am still just as brand loyal as ever – being a new mom, even the second time around I still won’t deviate from Pampers Swaddlers Diapers.  Or when I shop the kitchen product aisle and see a white package with a brown arrow next to my Reynolds aluminum foil, I have to admit I am a bit skeptical.  Yet, I’ve bought baby wipes, antibacterial hand wipes, toilet paper, plastic cups and trash bags all under the up&up portfolio, and feel like I am attaining everyday function and design at value pricing – not bad, and it’s a way more colorful way to decorate my shopping cart than the bullseye that used to boringly adorn all of the stores’ products.

I have even felt that it was ok to splurge on something I normally wouldn’t buy, like a special scented hand soap for my guest bathroom.  And it’s the ad campaign that helps me out with this purchase - “Things you need can also be things you want™.” Clearly a lot of creativity went into the name and campaign, and it now more freshly aligns with the traditional ‘Expect More. Pay Less™”.

-Daniella Kohler