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