Badger & Winters won agency of record duties for JCPenney at the beginning of the year, following a review.
Now, the agency has launched its first campaign for the brand, introducing both the retail outlet’s seasonal wardrobe and a fresh tagline. A 30-second spot features a woman trying on a series of spring outfits, while the voiceover, her sister provide moral support.
“Get your pep talk from your sister and your new spring wardrobe from JCPenney,” the spot concludes, leading into the new tagline, “Style and value for all.”
JCPenney had been using mcgarrybowen’s “Get Your Penney’s Worth” tagline for around two years. Mcgarrybowen’s work for the brand included the June 2016 body positivity spot “Here I Am.” If the debut campaign is any indication, Badger & Winters work for the brand appears to be moving its advertising to more of a focus on fashion, as well as value.
“At Badger & Winters we are passionate about bringing the humanity and emotion forward in every story we tell. We are incredibly proud to be working with the American retail icon JCPenney,” Badger & Winters president Jim Winters said in a statement. “This new brand promise, ‘Style and value for all,’ affirms that JCPenney is a style destination for everyone and reflects today’s modern American family. It is a declaration of the love, respect, inclusiveness and commitment that JCPenney has for all its consumers.”