Caught-on-tape, just as the election season is getting underway, is Michelle Obama shopping at Target and leaving with full bags in tow. This move may be an unplanned Celebrity Endorsement on Target's part, but it's definitely planned by the Obama administration. Sure, I can get that Michelle likes to shop like a normal person, but this I'd guess she'd rather shop somewhere else. She shops at Target to prove to voters that SHE'S A NORMAL PERSON! A "Michelle Obama shops at Target – I shop at Target" is certainly going to be heard around America's coffee tables this weekend – once again making the First Family uber-relatable to voters. From J.Crew to Target the Obama clan gains more positive attention than any advertising strategy can do for a Presidential campaign from these types of reverse Celebrity Endorsements. Obama's campaign team is one of the most strategic and effect marketing agencies out there. They've done it again. Congrats.
Target certainly gets the traditional benefits from this sighting – ancillary media coverage, cocktail conversations and a tremendously valuable brand alignment with Michelle (while Obama is often criticized, Michelle remains rather unscathed). Go, be like an Obama and shop at Target!