Every MBA student learns that if you can invent a meaningful category for your product, you can be the first one to dominate that category.
But what happens when you invent a cause? And better yet, what happens when that cause has a dynamic new name like “upcycling”? Target is all over it with their new billboard bags program.
First, Target commissioned upcoming New York City artists to create six works of billboard art, featured in Times Square until the end of October. Then, all of that heavy-duty vinyl will get upcycled into limited-edition tote bags from renowned fashion designer Anna Sui — on sale now at Target.com for a mere $29.99.
So far, this bold new idea is getting press throughout the business press AND the environmental blogosphere. Very originally cool, and totally right in line with sustainable hipsters, a core Target demographic.
New Belgium did the same thing earlier this year with its Team Wonderbike billboards that it turned into messenger bags. See a clip about it here: http://cbs4denver.com/video/?id=58912@kcnc.dayport.com
It’s a great idea I’d love to see more companies doing, there’s a lot of things you could make out of billboard material.
Good catch, Justin. I should’ve known New Belgium would beat Target to that idea. 10 demerits for my lack of due diligence!
That said… even if Target didn’t technically invent the upcycling cause, it’s very cool that they’re using their marketing muscle to advance momentum for it.