JCPenney launches “American Living”


J. C. Penney announced the launch of “American Living,” a new, comprehensive lifestyle brand created exclusively for JCPenney’s classic traditional lifestyle customer by Global Brand Concepts, a division of Polo Ralph Lauren.

JCP will introduce American Living this Sunday, to the more than 40 million viewers of the Academy Awards. The ads will include a 60 sec. anthem spot, as well as additional 30 sec. spots featuring men’s, women’s and home merchandise from the collection.

The campaign’s broadcast commercials further celebrate the American spirit through the vocal collaboration of rock legend and former Led Zeppelin singer Robert Plant and 21-time Grammy-award winner, country-bluegrass queen Alison Krauss with the song “Killing the Blues” from their new album, Raising Sand. The 60 sec. American Living anthem spot will also air throughout the spring during movie previews in cinemas. Following the Academy Awards, viewers can expect to see the ads air over the next few weeks on top prime and cable programming.
American Living was introduced to JCPenney’s Hispanic customers yesterday on Univision, during JCPenney’s exclusive retail sponsorship of Premio lo Nuestro a la Musica Latina, the longest-running award show for the U.S. Hispanic audience.

The launch will also be supported by a strategic e-mail campaign, DR, online and print.