Plus: Olipop’s PR kits for customers sold out in two minutes; Law360 journos must now use an AI tool for bias detection.
It’s been a while since I stepped into JCPenney, one of the few major department stores in my smallish Texas town. Not because I’m not aware of them, but because when I think about shopping, the store doesn’t pop into my mind.
For some time, JCPenney’s sales have been declining, with a particularly large drop between 2023 and 2024 when the store amassed a loss of $174 million.
Following this downturn, JCPenney’s shifted gears and the store decided to craft a new strategy when it released an open letter to consumers announcing the launch of its “Yes, JCPenney’s” campaign in April.
“Not enough people know what you already know,” the letter stated. “That’s why we can no longer keep it a secret. It just wouldn’t be fair. JCPenney is more than just a great deal – it’s home to unbelievable items and incredible fashion at a great deal.”
By “apologizing” for giving the secret shopping location away, readers quickly took notice and started paying attention.
As a part of its strategy, JCPenney launched anonymous ads sans the JCPenney logo that showcased new, trendy styles and caused audiences to question where the look was from
But then they capitalized on cultural moment, Jeff Bezos’ over-the-top, million dollar wedding in Venice, Italy, by giving away a JCPenney-styled wedding with a budget of $10,000, hosted in Venice, California.
“We thought it a brilliant idea to poke fun at the lavishness of the Venice wedding, which is fine if you’re a member of the billionaire class, by giving a wedding to a deserving young couple who might not have been able to afford a wedding at all,” said marketer Marisa Thalberg, speaking to Forbes.
Why it matters: JCPenney is a household name, but that doesn’t mean they can survive on notoriety alone. Every now and again, brands may have to reinvent themselves to appeal to new generations and broaden their reach.
By releasing an open letter teasing that the “secret is out” and reiterating their high-quality styles and low prices in times of economic turmoil, they’re adding value to their brand and appealing to people with tight budgets.
Beyond this, JCPenney is building a new community, one that has a bit more humor and embraces authenticity. The wedding giveaway does this well. The store tapped into a cultural moment, poking fun, but realistically, giving a meaningful gift to a couple and outfitting their entire wedding party – also showcasing how a wedding can be budget friendly at JCPenney.
Editor’s Top Picks:
- It’s fun to watch influencers unbox their latest PR haul on TikTok or Instagram and watch their surprise unfold. Soda-maker Olipop decided to create a similar experience, but instead of using influencers, they wanted to surprise real customers with a mystery “PR kit” they could buy for 5 cents, with free shipping, on Amazon. The kit included a tote bag, sodas, a wireless speaker and a branded popsicle mold. Steven Vigilante, director of media and partnerships at Olipop told Inc., “We’re reimagining the traditional influencer gifting model and found a way to open it up to more of our community. We want to bring the surprise-and-delight factor to fans who have been supporting us through all these years.” This strategy worked as all the 5,000 PR kits sold out in two minutes, with a waitlist of 30,000 more customers interested. People enjoy mysterious gifts. The unknown offers something alluring and fun to open. The promo gives people something to talk about. If more people are talking about your brand, maybe they’ll also organically share it online. It also gives Olipop a chance to engage with its customers and create added brand loyalty. In an age where influencer PR is rising, Olipop is instead embracing its own community and doing so with authenticity.
- Law360 has adopted a new policy after it was criticized for alleged biased coverage of the Trump administration. All journalists will now have to use an AI tool to scan for potential biases before hitting publish on any of their articles. From Nieman Lab: “In an email sent to editorial staff…(Editor-in-Chief Anne) Urda said leadership was ‘exploring how to increase usage’ of its AI tools through the mandate, but otherwise provided no explanation for the policy change.” For PR pros, this doesn’t automatically suggest something negative. It could have some positive impact in developing more neutral stories. But how does the AI tool decide what’s unbiased? And what is neutrality, exactly? When the decision is left to a robot, rather than a person, you have to wonder what implications this policy has long term.
- Sometimes it feels like the country is separated by a sharp divide, one that grows increasingly wider as sociopolitical issues dominate the headlines. Yet several outdoors brands, including Patagonia, have been pushing for a nonpartisan conservation effort to protect public lands that had been proposed for sale as a part of new legislation. Their efforts worked. Those lands are no longer up for grabs. “The last several weeks proved what Patagonia and our partners have been saying for years—that Americans of all political persuasions believe in conservation,” J.J. Huggins, a spokesperson for Patagonia, told Fast Company. If anything, he says, this year made it even more clear that the protection of public lands is “apolitical.” Brand activism isn’t a new tactic, but it’s one that consumers hold dear. They like to align with brands that are in tune with their own values. Uniting consumers across many political and social backgrounds for conservation proves that it’s possible to shed political leanings for “something they innately believe in.” Sharing resources and pushing advocacy, rather than products, worked for Patagonia and the other organizations, as well as the goal they were trying to achieve. In times of crisis, being silent or softening your stance doesn’t always pay off.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
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