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April 6, 2022

Transforming JCPenney Celebrates 120 Years with Marketing Bash

Posted In: Retail Articles

JCPenney is rolling out a “Shopping is Back!” integrated marketing initiative developed to give consumers a fresh, brand-oriented look at the company in stores and online.

The retailer characterizes the initiative as a celebration of shopping and the company’s 120th birthday with a special sales promotion of 30% off storewide, plus for JCPenney reward members an extra $10 bonus reward for every $50 spent now through April 12. Campaign advertising features TV and film comedian Melissa Villaseñor as the character Penny James (pictured above). 

Villaseñor, a cast member of “Saturday Night Live,” transforms into Ms. James, described by the company as the ultimate “all-iIn shopping enthusiast” who finds happiness in every corner of JCPenney. The James character is featured in video and graphics sharing reasons to love the JCPenney shopping experience by modeling outfits, cozying up with home décor, relaxing with a hair treatment and style, and buying a pair of JCPenney-red prescription glasses. 

A “JCPenney Cross-Country Shopping is Back! Tour” will promote the anniversary celebration. Each stop will offer a block party-style celebration with local food vendors, games, music and giveaways. The tour proceeds through:

  • Torrance, CA on May 14
  • Henderson, NV on May 21
  • Lone Tree, CO on May 28
  • El Paso, TX on June 4
  • Frisco, TX on June 11
  • Springfield, MO on June 18
  • Schaumburg, IL on July 2
  • Fort Wayne, IN on July 16
  • Louisville, KY on July 23
  • Buford, GA on July 30
  • Whitehall, PA on August 6
  • Garden City, NYon August 13

“The JCPenney brand holds an incredibly special place in millions of Americans’ closets, homes and memories,” said Bill Cunningham, JCPenney vice president, marketing. “We celebrate this legacy while showing a reinvigorated JCPenney brand that expresses our energy and optimism, which we want customers to experience with us. JCPenney is transforming itself with innovation and imagination and is ready to get back to connecting with our customers through shopping.”



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