AdAge: March 12, 2018. By Adrianne Pasquarelli.
Just two months after awarding its creative business to New York-basedBadger & Winters, JCPenney is debuting a new tagline and creative campaign. The Plano, Texas-based retailer is now pushing a "Style and value for all" message in all of its marketing.
Marci Grebstein, who joined JCPenney as chief marketing officer last year, says that the company researched consumer perception of the 116-year-old brand and found that many shoppers did not think of JCPenney as a fashion destination.
"While we really stood out in the value play, we ran short on style and inspiration," says Grebstein. "We need to explain to her that it's both."...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 JCPenney will also highlight its successful Sephora shopsin the push as well....Along with running a fresh tagline, JCPenney 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.