JC Penney Promotes New Tagline During Olympics Opening Ceremony
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J.C. Penney’s latest effort to attract lapsed customers includes a new tagline, “when it fits, you feel it.”
The tagline has so far appeared in two ads — a Valentine’s Day-themed spot, as well as “Rise,” which aired during the Opening Ceremonies for the Sochi 2014 Winter Olympics. The tagline is also gaining exposure through the retailer’s sponsorship of NBC’s Olympic broadcast. J.C. Penney is a first-time sponsor of the broadcast. It is also supporting Team USA and skier Ted Ligety — it posted a video, #GoLigety on YouTube. And when shoppers round up their purchase to the nearest dollar, proceeds go to the U.S. Olympic Committee.
A J.C. Penney spokeswoman declined to comment on the tagline, noting that it is part of a broader campaign rolling out this spring. The retailer is a longtime sponsor of the Academy Awards, which take place on March 2, and has used that as a platform to introduce new marketing messages in the past.
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