Posts Tagged: jcpenny advertising


2
May 13

Feeling jcpenney’s sorrow

[Sorry, but it seems that jcpenney has destroyed the evidence. The ad discussed here has been yanked from YouTube. Fortunately, they can’t censor the news story containing the ad — so I’m publishing that here instead.]

Whether you love or hate jcpenney, whether you love or hate Ron Johnson, this commercial gives us a good, juicy topic.

jcpenney is in a sorry state. Literally. It is now running this public apology, admitting mistakes and begging its old customers to come back.

This ad definitely defies conventional wisdom. To many, it feels too much like an oil company apologizing for spilling a few million gallons of gunk into the environment.

Most marketers in jcp’s position would be sensitive to sounding desperate and take a more positive approach. There are many bold and happy ways to send out a similar message of change.

So this move by jcpenney is either unexpectedly brilliant or astonishingly dumb. I think this is open to debate, and would love to hear your opinions.

Is jcpenney in such sad shape, on the edge of extinction, that it must do something extreme? Or have its marketing skills crumbled under the pressure and sunk to an incredible new low? Continue reading →