JCPenney details Christmas campaign


JC Penney announced the launch of an integrated marketing campaign that highlights JCPenney’s affordable gift assortment and invites customers to celebrate in the joy of giving this season. Consistent with the Company’s Every Day Matters approach, the campaign communicates to customers that JCPenney understands their financial pressures and is designed to showcase the great value in shopping with JCPenney: great style, lasting quality and a price that makes sense for them and their family. The effort will incorporate radio, pre-print, direct mail, national television, online and email components as well as non-traditional media elements, such as in-cinema ads and mobile phone marketing.

The campaign will focus heavily on the retailer’s wide range of affordable gifts this season. Building on last year’s success, JCPenney will once again highlight its “red box gifts” – a collection of 60 of the best and brightest gifts to give and get this Christmas. Taking JCPenney’s gift assortment to a new level, the collection – available in-store, online and via catalog – features unique items such as a 2GB mp3 player, Sharper Image digital photo keychain, pet’s view camera and the My Sports Gaming System, a 5-in-1 interactive sports game system with wireless remote controls that responds to gamers’ movement.

Launching Nov. 16, JCPenney’s television spots will air on major television and cable networks throughout the season, delivering both impactful branding as well as aggressive promotional messaging. Created by Saatchi & Saatchi, the spots will include two 30-second television spots, “Couplets,” which use creative rhyming couplets while featuring various vignettes to highlight an array of gift ideas from JCPenney’s extensive and affordable merchandise assortment. The “Couplets” spots will end with the statement “Style. Quality. Price Matter. Give What Matters.” Complementing the “Couplets” spots, JCPenney will also air 30-second television spots to aggressively market its weekly promotional events, highlighting JCPenney stores and as a great place to purchase affordable gifts customers can be proud to give this season. The promotional TV spots will end with the statement “Style. Quality. Price Matter. Every Day Matters.”

JCPenney will also launch a 60-second spot, “Lights Out” airing in more than 90 percent of cinemas nationwide. Also created by Saatchi & Saatchi, the commercial features a mom who finds a creative way to bring her family together to share what really matters this season — spending time with loved ones and experiencing the joy of giving. 

The company will also launch its Christmas campaign aimed at its Hispanic customers on Nov. 23. Featuring the song “El Cha Cha Cha de la Navidad” by Celia Cruz, the campaign will include a 30-second television spot, “Joy Cartoons,” which focuses on a family’s joyous emotions as they exchange Christmas gifts. The spot will air in all major Spanish-language Hispanic market networks. In addition, the campaign will incorporate 30-second Telemundo-produced vignettes with celebrities Natalia Streigand and Catherine Siachoquey. Additionally, JCPenney will, once again exclusively sponsor and present a Christmas special on Univision, “Celebra la Alegría de Regalar con JCPenney” which will air on Nov. 28. Furthermore, the campaign will comprise several 30-second Univision-produced JCPenney gift-focused vignettes featuring celebrities Carlos Calderón and Nuestra Belleza Latina winner Melissa Marty.