JCPenney Proclaims ‘Shopping is Back!’ in New Campaign
JCPenney has revealed an integrated brand campaign, “Shopping is Back!,” in stores and online, a celebration of shopping and the company’s 120th birthday.
The campaign includes a special sales promotion of 30% off storewide plus for our reward members, an extra $10 bonus reward for every $50 spent now through April 12; a series of advertising spots featuring Melissa Villaseñor as the fabulously unique and confident Penny James; and the JCPenney Cross-Country “Shopping is Back!” Tour, that brings the party to families and communities across the country.
“The JCPenney brand holds an incredibly special place in millions of Americans’ closets, homes and memories. We celebrate this legacy while showing a reinvigorated JCPenney brand that expresses our energy and optimism, which we want customers to experience with us,” said Bill Cunningham, vice president, marketing. “JCPenney is transforming itself with innovation and imagination and is ready to get back to connecting with our customers through shopping.”
JCPenney is introducing a recurring character named Penny James. Melissa Villaseñor, TV and film comedian and current cast member of “Saturday Night Live,” transforms into Ms. James, the ultimate All-In Shopping Enthusiast who finds happiness in every corner of JCPenney.
As a JCPenney superfan, Ms. James is seen throughout video and graphics sharing all the reasons to love the JCPenney shopping experience, from modeling fabulous outfits, cozying up with home décor, relaxing with a hair treatment and style, and buying a pair of sassy, JCPenney-red prescription glasses. She joyously declares, “Shopping is Back!”
“The character of Penny James is a playful tribute to our customers and what they love about JCPenney. Shopping is back, and it’s time for JCPenney to be bold and lively, just like Penny,” said Carl Byrd, vice president, creative & brand synergy. “We found a dream collaborator in Melissa, who graciously helped bring this unforgettable and endearing representative of our brand to life.”
Ms. James wishes JCPenney a happy 120th birthday in the first video spot airing now.
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