Feb 24, 2011 at 02:14 PM
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J.C. Penney Uses Academy Awards Sponsorship To Launch New Logo

The J. C. Penney Company will launch a new marketing campaign, new ad and new logo at this year's Academy Awards. It's all aimed at rebranding the fashion retailer, which was founded in 1902, as America’s destination for great styles at compelling prices. Set to debut during the retailer’s sponsorship of the globally-televised event, the campaign builds on the Company’s “New look. New day. Who knew!®” brand positioning with a new tagline “We make it affordable, you make it yours™.” The new campaign looks to communicate J.C. Penney's unique style offerings at an affordable price point.

“Our new marketing campaign reinforces our commitment to making fashion more accessible than ever,” said Mike Boylson, chief marketing officer for jcpenney. “At jcpenney, we believe great style doesn’t have to be expensive. That’s why we’re leveraging our superior trend, design, product development and sourcing capabilities; partnering with the top names in fashion; and providing exciting shopping experiences and superior service to deliver style inspiration to our customers every day.”

The Plano, Texas-based company will also use the event to launch a whole new logo (seen top right), its most meaningful update to the Company's logo in 40 years. The company said it tested the new look with extensive market research.

"We've made significant progress transforming our Company over the last several years by infusing great style into our assortments, delivering world-class customer service, and introducing new and innovative retail technologies that have made jcpenney a retail leader in the digital age," said Myron E. (Mike) Ullman, III, chairman and chief executive officer for jcpenney. "Our new logo reflects the modern retailer we've become while continuing to honor our rich legacy."

This year marks jcpenney’s tenth consecutive year as the Academy Awards exclusive retail sponsor. Created in collaboration with ad agency Saatchi & Saatchi, the campaign will debut on February 27 with seven 30-second broadcast commercials during the Awards.