JCPenney Launches New Brand Positioning – Every Day Matters – “Cada Dia Cuenta”

“Following the Academy Awards, viewers can expect to see the ads air over the next few weeks, reaching 89 percent of all women age 18 to 54 over 12 times. Translated to “Cada Dia Cuenta,” the ads will also air Feb. 22 on the countrys leading Spanish-language television network, Univision, during JCPenneys exclusive retail sponsorship of Premio lo Nuestro a la Musica Latina, the longest-running and most popular award show for the U.S. Hispanic audience, and will include a 30 second ad created exclusively for JCPenneys Hispanic customer. There will also be print ads appearing in key consumer magazines starting in March and modifications to the Companys e-commerce site, www.jcp.com, and external corporate site, www.jcpenney.net, to reflect the “Every Day Matters” positioning. “

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