JC Penney taps its internal creative team for new Shaq campaign
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To promote its fast-growing big and tall business, JC Penney is turning to a familiar face in the category–and its own internal team to spread the word. The department store chain has tapped Shaquille O’Neal to endorse its men’s big and tall department, starting with a 30-second national TV commercial starting this Sunday.
“This is our first foray into more mass marketing [for special sizes],” says Marci Grebstein, chief marketing officer at the Plano, Texas-based retailer, noting that the brand has previously done more targeted marketing but never national TV for the category.
The new push will include Shaq’s appearance on “NBA on TNT” on Sunday, and digital, social, direct mail and in-store marketing. On a recent earnings call, JC Penney CEO Marvin Ellison noted that “special sizes remain a key focus” across all apparel categories. Menswear represented 21 percent of the brand’s $12.5 billion in sales last year, roughly the same as women’s apparel.
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