Target makes play for TikTok stardom with Lewis the Halloween Ghoul

Retail marketing hits and misses from the past week.

The pumpkin king of Target: Target this year made a play for TikTok stardom with a seasonal mascot known as Lewis the Halloween Ghoul. The retailer enlisted the 8-foot-tall talking decoration, which sells for $180 (though it’s currently out of stock) as a spooky brand ambassador in recent weeks. Along with its unusual name—which Target said was given to distinguish it from more conventional jack-o-lanterns named “Jack”—Lewis has also gotten attention for its signature giggle. (Target on TikTok)

Goodbye Ye, hello KoRn: Adidas is bringing on a new brand partner after giving the rapper Ye the boot. The apparel company is partnering with the metal band KoRn to launch a new collection of shirts and track suits this fall. The band famously touted their love of Adidas in their 1996 rap-rock hit “A.D.I.D.A.S.” (KoRn on YouTube)

Pizza Hut uses ‘girl math’: In another example of a major brand chasing a TikTok trend, Pizza Hut is tapping into “girl math,” or the means used to justify a purchase. The pizza chain urged customers to apply this logic to its $7 Deal Lover’s Menu and got TikTok star Anna Sitar to break down the numbers. (Pizza Hut on TikTok)