JCPenney Months of the Year

JCPenney is running an integrated marketing campaign focusing on the month of the year. Beginning in February, the campaign ties together television advertising, store catalogs, in-store design and website design with themes and colours associated with the season. February introduced pink and romance. March introduced green and spring. April brings in aqua, bunnies and Easter.

JCPenney April Rabbits


The February theme, with Valentine’s Day as a focus, brought love and romance into the marketing equation, with nods to ethnic mix, inclusiveness for gay couples, and a celebration of all things pink. “Winter’s almost over, spring is getting near and romance is in the air — there’s lots of February to love at jcp.” Music for the commercial was “I’ve Got My Love To Keep Me Warm”, sung by Billie Holliday.

http://vimeo.com/36027181

The March campaign, “Mad for March”, focused on preparing for outdoor recreation. “A little birdie told us spring’s finally here! Get ready for brighter days at jcp.com/march and see how march is madness without jcp.” Music in the commercial is “Rockin Robin”, performed by Bobby Day.

http://vimeo.com/38922977

The April campaign, “April is Hopping”, connects with the energy associated with Easter egg hunts, bunnies. “Everything that’s wonderful is sure to come your way! See how april is hopping at jcp: http://jcp.is/HNEQff.” Music in the April commercial is “Sunshine, Lollipops and Rainbows”, performed by Leslie Gore.

http://vimeo.com/39657271

JCPenney April 2012 Calendar

JCPenney April 2012 Catalogue

JCPenney April 2012 All Ears

JCPenney April 2012 Hanging With My Peeps

JCPenney April 2012 Store Entrance

JCPenney April 2012 Store Center

Credits

The Months of the Year campaign was developed at Peterson Milla Hooks, Minneapolis.

Filming was shot by director Gaysorn Thavat via Grand Large, with producer Mark Allen, director of photography Tobias Schliessler, production designer Kristen Vallow and wardrobe stylist Jen Rade.

Editor was Brett Astor at Channel Z.

Telecine and visual effects were produced at Pixel Farm by colorist Oscar Oboza, lead artist Tom Jacobsen, and artists Kurt Angell, Jay Holgate, Tony Mills, Mike Kolloen, Tom Doeden.

  • Amy

    This is a wonderful idea because it will always be applicable to the lives of the audience. Using the current season as the focal point in the advertisements is beneficial because its relevancy will consistently appeal to the potential consumers. However, it is still important that JCPenny uses the opportunity to demonstrate its ability to stay current with fashion trends and fads. I appreciate the commercial’s ability to reach a wide audience in terms of demographics and psychographics. The only criticism I have is that the advertisements resemble Old Navy’s advertisements (colors, shots, ambiance, style), which tends to be confusing.