J.C. Penney Partners With Disney for 'Cinderella' Push
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J.C. Penney is expanding its relationship with Disney in a new partnership to promote the upcoming, live-action “Cinderella” film. The partnership will include a spot from the retailer during the Academy Awards.
The retailer hopes the property will support its efforts to reconnect with consumers, particularly women. “We wanted to make sure we connected to the customer,” said Deb Berman, CMO at J.C. Penney. “You want to feel absolutely fabulous We think “Cinderella” is the hyperbole of that. When you have a Cinderella moment, it is on. You look gorgeous from the inside out.”
The upcoming “Cinderella” promotion is one of the company’s “tent pole” marketing initiatives in 2015, and it represents a “significant investment,” a J.C. Penney spokeswoman said.
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