JCPenney Unveils New Brand Positioning to Surprise Shoppers
JCPenney is challenging consumer perceptions with a new multi-step marketing campaign. The 123-year-old retailer aims to highlight its value and diverse offerings, surprising shoppers who may hold outdated views of the brand.
The campaign seeks to connect with loyal customers and those who may have neutral or negative perceptions. JCPenney also hopes to capitalize on the resurgence of mall shopping among Gen Z. This initiative builds upon the company's $1 billion turnaround plan.
"Huh" Moments: Unveiling JCPenney's Hidden Gems
Marisa Thalberg, Chief Customer and Marketing Officer at JCPenney's parent company, Catalyst Brands, describes the campaign's goal as creating "huh" moments for shoppers. These moments of realization aim to showcase the unexpected style and value found at JCPenney.
I don't know that I've ever distilled an entire marketing strategy into a single utterance, but it came down to something so universal...the language of 'huh!'"
Anonymous Ads Spark Curiosity
The campaign launched with anonymous out-of-home ads in high-traffic areas like Times Square. Stylish looks were presented without overt JCPenney branding, prompting questions like, "It's from where?" QR codes revealed the source: "Yes, JCPenney."
This "Anonymous Ads" concept, developed with creative agency Mischief, VaynerMedia, Dentsu X, and FleishmanHillard, aims to differentiate JCPenney in a crowded retail landscape.
New TV Spots Highlight Value and Style
Following the "Anonymous Ads," JCPenney released TV commercials showcasing trendy, budget-friendly finds. One ad features a woman receiving admiring glances thanks to her affordable, runway-ready outfit. Another highlights a stylish Dutch oven purchased at a fraction of its typical price.
These spots, airing during events like the NBA postseason, emphasize the tagline "We've got the receipts," highlighting JCPenney's competitive pricing.
People think off-price retail is where the deals are. We've got the deals, and we've got the receipts to prove it.
Really Big Deals and Big Laughs with Jimmy Kimmel
JCPenney is reviving its "Really Big Deals" campaign for seven weeks this spring, partnering with "Jimmy Kimmel Live!" for a unique integration. Kimmel's sidekick, Guillermo Rodriguez, will reveal a new deal each Thursday.
This collaboration aims to provide value and entertainment during challenging economic times.
JCPenney's new brand positioning seeks to resonate with consumers by offering style, value, and a bit of fun. The retailer aims to be a source of both practical solutions and lighthearted moments in a complex world.
