AdAge: March 12, 2018. By Adrianne Pasquarelli.
Just two months after awarding its creative business to New York-based Badger & Winters, JC Penney is debuting a new tagline and creative campaign. The Plano, Texas-based retailer is now pushing a "Style and value for all" message in its all of its marketing....The new work began airing this week. In a 30-second TV spot, "Sister Style," one sister gives another a style pep talk. Two additional broadcast spots, one 15-second commercial and another 30-second video, will air in the coming weeks. A social media hashtag #AllAtJCP will supplement the effort on the digital front, while JC Penney will also highlight its successful Sephora shops in the push as well....Along with running a fresh tagline, JC Penney will also work to ensure that marketing is inclusive in both ethnicity and body diversity. Badger & Winters' has a reputation as a creative shop focused on purpose and inclusivity.
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