Lovemarks Leaves Fading Effect on Bleak Penney's Brand


James Cash Penney. Isn't that an awesome founder name? It pulls 10 times the weight of humdrum John Rockefeller. There's miles of branding potential behind a name like that.

Unfortunately JC Penney's isn't known for taking advantage. As kids we considered Penney's a tier above Sears - if you're desperate or you wait too long you might find a good prom dress there, but you'll probably lie and say you got it on sale at Macy's.

To offset this sad effect, Saatchi and Saatchi CEO Kevin Roberts enlists the lame duck brand for a Lovemarks repositioning. Watch the initial couple of ads and read the Garfield review at Advertising Age.

The ads are gorgeous, one toying with a fledgling family in a music box and another featuring everyday people in classic film scenes, but all the goodwill they generate was lost when we saw the JC Penney logo at the end.


All in all, the campaign leaves too soft a touch to change the image of Penney's, which doesn't just need a marketing restructuring. It needs a facelift and an aggressive, long-term marketing effort.

That damn logo by itself needs work; it's a vacuum that stands for all the "ick" you feel when you walk into the store.

Steve tops our reaction to the Lovemarks/Penney's campaign off well: "It's like a padded Victoria's Secret bra. False advertising." Come on, Penney's. Step up your game. Make James Cash proud.

by Angela Natividad    Mar-19-07   Click to Comment   
Topic: Agencies, Campaigns, Online, Television   

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They're all dissapointing. I go through Times Square every day seduced by Target. I go to a Target store when I'm out of town and find nothing that every has anything to do with it. I think this is a big opportunity for JC Penny's to step away from the pack and get a point of view, that translates into something compelling at the store level. Holly Golightly appears (in spirit) in the JC Penny's campaign sauntering in front of Tiffany & Co. How would she feel at the JC Penny's in Woodbridge? Quel dilemma.

Posted by: Stephen on March 20, 2007 1:49 PM

Can't fault them for trying. If the in-store experience has been spruced up as well, then I say more power to them.

Posted by: Hugh on March 20, 2007 3:53 PM