Beginning the road to relevance again
There was a moment not too long ago when JCPenney felt like one of many department stores. Value was implied, but surprise was rare. Sales had been slipping, shoppers were wandering off, and the brand needed something more than coupons. What they needed was a story. Under new marketing leadership, that’s exactly what they set out to build, one rich with personality, with humor, and with deals so sharp people stop, laugh, and check their carts.
The strategy takes shape
JCPenney’s shift is built on a multi‑layered marketing strategy: value, culture, surprise, and emotional connection.
- Really big deals every week tied to big moments
The brand revived its “Really Big Deals” program, with a twist: a new deal revealed every Thursday during Thursday Night Football on Amazon Prime Video. Live sports bring huge audiences, and timing something funny + compelling around those broadcasts gives high visibility.
- Humor and human truth at center stage (yes, jokes!)
Instead of polished, overly‑controlled commercials, they’re using comedians riffing off everyday truths, from towels (yes, towels) to wardrobes, filmed in store scenes that feel real. The use of comedy in advertising here helps humanize the brand. When people see a bit of themselves in the joke, they feel like JCPenney “gets them.”
- Reinventing brand perception
Alongside the deals, JCPenney rolled out a brand voice campaign, “Yes, JCPenney,” anonymous billboards (“It’s from where?”), QR codes, celebrity partnerships (Shaq, Martha Stewart), and limited‑edition collaborations. The idea: surprise customers with fashion, style, and quality, not just value.
- Loyalty, in‑store experience, and omnichannel
It’s not only about what you say, but what the experience feels like. They’ve been refreshing stores, improving signage, loyalty programs, and ensuring the value promise holds up online and in person. Because if deals disappoint or stores feel stale, the trust evaporates.
What is showing up so far
What’s especially interesting is that early signs indicate that comedy in advertising isn’t just fun to talk about, it’s working.
- Deals are exceeding expectations, often by double‑digit margins. E.g. towel deals are selling faster than forecast.
- New customers are showing up in stores and online at higher rates. Some are returning. The mix of repeat and new shopper activity is rising.
- Metrics like engagement on social media, loyalty program sign‑ups, and foot traffic in refreshed stores are improving. Customers seem more willing to consider JCPenney for trendier items once the message is delivered in a more lively, confident way.
So those laugh‑out‑loud deals, paired with real value and the right timing, are helping turn awareness into action.
Lessons for other brands and entrepreneurs
If you run a business, small or large, there’s a lot to borrow from JCPenney’s playbook. Here are some takeaways to adapt:
- Use comedy in advertising by telling your customers funny truths
Don’t try to force jokes. Observe what feels universal (awkward, relatable, everyday). What about your product or situation that people take for granted or don’t talk about? When you lean into that with humor, you create a connection.
- Tie promotions to big moments and media where people are attentive
Think about live events, trending programming, sports, or other shared experiences. When lots of people are watching, a well‑placed offer or surprise deal gets more impact.
- Surprise people, don’t just sell
Unexpected deals, exclusive collaborations, pop culture‑relevant moments (celebrities, designers, nostalgia) give people something to talk about. Surprise + value = shareability.
- Be consistent across touchpoints
A funny ad won’t hold up if the store experience or product quality doesn’t match the promise. Make sure your branding, loyalty, online experience, and physical experience align with what your marketing is setting up.
- Rethink perception & identity
If your brand has legacy baggage or assumptions against it, sometimes you need campaigns that challenge them. Maybe anonymous, maybe surprising. Let your voice be bold.
Final thought
JCPenney’s turn isn’t about magic. It’s about doing several hard things well: being bold, using humor, offering real value, catching people’s attention in crowded spaces, and then following through. For brands feeling stuck, this is proof that it’s possible to revive relevance without losing your roots. When you add comedy in advertising with real value and respect for the customer, you can build something that feels alive again, and that people want to return to.
FAQ’s
What kinds of digital channels are brands using most when building “laugh‑out‑loud” or humorous holiday campaigns?
Brands are showing up in live sports streaming, social media (especially video), email, and even non‑digital touchpoints like direct mail, but in a way that all digital touchpoints echo the same vibe.
How do marketers ensure that comedic advertising doesn’t feel cheap or forced?
They lean on real-life observations, everyday little annoyances or joys, so the jokes feel like something people recognize, not just “look at this funny product pitch.”
Can small businesses use strategies like weekly big reveal deals or celebrity tie‑ins, or is that only for big companies?
Yes, small businesses can do scaled versions, weekly offers, partnering with local influencers, or creating consistent moments people look forward to; it’s less about size, more creativity and consistency.