The acquisition of more than 1,600 Target pharmacies by Rhode Island-based CVS Health Corp. doesn't inspire the same retail nostalgia as did the buyout of Dayton's department stores — nor should it. Customers in Minnesota and elsewhere were well-served by the Target staff. That shouldn't change under CVS, a trusted brand name whose stores are a fixture on the East Coast.

But as Target customers transfer their prescriptions, CVS is missing a key chance to ensure that its new customers transfer their loyalty, too. Regrettably, CVS is opting not to use Target pharmacies' iconic red medication bottles — a design that won national praise when it was introduced a decade ago. Instead, CVS is relying on old-school pill bottles: those small, round, amber-colored containers that conjure up memories of visiting grandparents and seeing the lineup of medications on the nightstand.

The dated bottles do what's necessary. They have child-safety locks. They protect the pills inside from light degradation. But the bottles are a still a step backward for Target customers. The red pill bottles were more than colorful. The larger bottle with a flattened front eased label reading. The bottles also came with colored bands.

Each household member filling prescriptions could choose their color. Along with the larger-print label, this helped reduce the risk of medication errors. Many families have more than one person taking medications. The red bottles' features ensured that one person didn't accidentally take another's pills.

It appears that there's nothing in the terms of the acquisition that would stop CVS from using the red bottles if it chose to. Although there is an online petition urging that switch, CVS isn't budging, even though the public-relations opportunities are obvious.

In response to an editorial writer's inquiry, a CVS spokeswoman said the company has "made numerous innovations beyond the prescription bottle itself that can help patients manage prescriptions, as well as improve health outcomes. These include our pharmacy counseling services and medication adherence outreach programs, as well as innovative digital tools such as online prescription management at CVS.com and the CVS Pharmacy mobile app.''

The spokeswoman also said that "next generation" pill bottles are under consideration. That's welcome news, but until then, CVS should use the consumer-friendly, patient-safety-centric Target design. Bring back the red pill bottles.