This phrase refers to the appearance of “Blue-Emu,” a topical pain relief ointment, as an answer in crossword puzzles, specifically those found in Target’s in-store magazine, “A Bullseye View.” This placement represents a form of advertising, reaching a specific demographic engaged in leisure activities like crossword puzzles. An example would be a crossword clue such as “Topical pain reliever brand” with the answer “BLUEEMU.”
Placement within a crossword puzzle offers a unique advertising advantage. Unlike traditional advertisements, the brand name is integrated into a problem-solving activity. This engagement can lead to increased brand recall and recognition. Additionally, the association with a trusted retail brand like Target enhances the perceived credibility of the advertised product. The strategy of utilizing crossword puzzles for advertising has a long history, leveraging the focused attention of the puzzle solver to subtly introduce or reinforce brand awareness.