Dive Brief:

• Target Corp. is promoting its wares on social media, pushing its credit card, and launching a new ad campaign at the end of the month.

• Another advertising push touting its do-good stance as a “corporate citizen” was canceled as being “tone-deaf” in light of its credit card breach.

• The retailer has lost $17 million due to the credit card theft, but has spent some $631 million on marketing in various media, according to measured-media measurement firm Kantar Media.

Dive Insight:

Target Corp. has reeled from the holiday-time credit card theft, which has so far cost them $17 million, untold damage to its reputation, and its tech chief her job. But, despite its hesitancy to tout its corporate citizenship during the Winter Olympics—a campaign shelved because the retailer thought it might be poorly received—it is going forward with a marketing push as the initial sting of the credit card issues fades. The company is aware that customers will be reminded of the credit card vulnerability every time the topic surfaces, but it is still continuing the "Target Run" marketing campaign portraying it as a go-to retailer for several products.