JCPenney’s new campaign focuses on fashion (Photo: JCPenney).
JCPenney wants everyone to know about its fashionable discounts and is teaming up with a popular late-night talk show to help spread the word.
The department store retailer is launching a humorous new marketing campaign with the tagline, “Yes-JCPenney!” A series of TV spots that will air beginning Saturday, April 12 during high-profile telecasts like the NBA post-season will feature the tagline with a woman wearing a stylish discount outfit from JCPenney getting envious looks from first-class passengers as she walks down the aisle of a plane.
According to JCPenney, its goal for the new campaign is to shift its image as a coupon destination to a “must-shop fashion brand.” As part of the promotion, during the week of April 7 the retailer placed billboards in Times Square and at Simon and Brookfield malls across the country featuring its fashion items, but totally anonymous.
The ads included photos of models wearing JCPenney apparel items, but without tags, labels, the retailer’s name or any other branding. Instead, a QR tag led shoppers to a website revealing the advertiser as JCPenney.
In addition, for the first time ever, JCPenney is teaming up with the ABC “Jimmy Kimmel Live!” late-night talk-show program with in-show reveals. Every Thursday night for seven weeks beginning April 10, show host Jimmy Kimmel’s sidekick Guillermo will announce “Really Big Deals” on products in categories including fashion, home and beauty. “Jimmy Kimmel Live!” airs weeknights at 11:35 p.m. ET | 10:35 p.m. CT on ABC, and streams next day on Hulu.
