Home / Knowledge / News / Fashion / JCP's successful viral campaign returns with new features
JCP's successful viral campaign returns with new features
Nov '09
J. C. Penney Company, Inc. announced the return of “Beware of the Doghouse,” the award-winning marketing campaign that allows women to put their significant other in the "Doghouse" for bad gift choices this holiday season. On November 20, the viral campaign has been enhanced to creatively remind loved ones how to stay out of the “Doghouse,” while highlighting JCPenney's exciting selection of stylish and affordable fine jewelry gifts.

“A fun and humorous take on gift-giving, 'Beware of the Doghouse' once again showcases JCPenney as the department store destination customers can trust for fine jewelry gifts of exceptional style and quality, yet at very affordable prices a unique value proposition that matters now more than ever,” said Ruby Anik, senior vice president of brand marketing at JCPenney. “Adding new, interactive features on the 'Beware of the Doghouse' site is just another great example of the fun and innovative ways that we are inviting our customers to celebrate the joy of giving with JCPenney this holiday season, while showcasing our selection of beautiful, meaningful fine jewelry gifts.”

In support of the upcoming holiday season, JCPenney takes the “Beware of the Doghouse” online experience to the next level, providing an even more interactive and entertaining way for women to encourage their loved one to get out of the “Doghouse” by purchasing affordable, stylish, fine jewelry gifts from The Jewelry Store inside JCPenney. A short, humorous film on BewareoftheDoghouse.com will once again be central to the campaign this season. Directed by Stephen Pearson, in partnership with Emmy-award winning director Bryan Buckley, the film – featuring some of the same memorable “Doghouse” characters from last season – will focus on the review board process and trial, highlighting how men can get out of the “Doghouse.”

Furthermore, this season's experience takes the humorous reprimanding to the next level by allowing users to visit BewareoftheDoghouse.com and build a case against their bad gift giver filled with written statements and imported photos, videos and witness testimony as evidence of the bad gift-giving. Each case file will be compiled into a trial movie and given its own web address, allowing users to share the link with friends. All trial video submissions can be viewed on the site throughout the season. Bad gift-givers can only be released from the “Doghouse” after purchasing a JCPenney fine jewelry gift or simply at the user's mercy with the click of a button.

Dazzling Deals this Holiday Season:

With a stylish, high-quality selection of fine jewelry gifts, The Jewelry Store inside JCPenney is an affordable shopping destination for customers looking to dodge the “Doghouse” this Christmas with items such as:

• 14K birthstone baby ring charm
• 3-pair diamond accent earrings
• Sterling silver heart bracelet
• Cultured freshwater pearl 3-pc set
• 1/8 C.T. diamond stud earrings
• DiamonArt 2.7 C.T. T.W. diamond equivalent ring set
• Sterling silver genuine turquoise pendant
• 1/10 C.T. T.W. diamond bracelet
• 10K gold 17” dove and peace necklace
• ¼ C.T. diamond Journey pendant
• 10K gold tri-color twist hoop earrings
• 1 C.T. T.W. 3-stone diamond ring
• Everlon™ ½ C.T. T.W. 14K diamond knot pendant
• 1 C.T. T.W. diamond bridal set

J. C. Penney Company Inc

Must ReadView All

New Investment for traditional Myanmar textiles, weavers

Textiles | On 21st Oct 2018

New Investment for traditional Myanmar textiles, weavers

Myanmar Artisans Co Ltd, Turquoise Mountain and the DaNa Facility,...

Pak knitwear exporters plan environmental compliance

Textiles | On 21st Oct 2018

Pak knitwear exporters plan environmental compliance

Pakistani manufacturers and exporters of knitwear garments have...

Courtesy: Hyosung

Textiles | On 21st Oct 2018

Hyosung converting spandex plants into smart factories

Hyosung TNC, the textile and trading unit arm of Hyosung, is...

Interviews View All

Saket Garg, Garg Corporation

Saket Garg
Garg Corporation

The biggest challenge is lack of skilled workforce and competition from...

Amardeep Singh, Orient Craft

Amardeep Singh
Orient Craft

'In export markets, the trend in terms of embroidery, is towards matte...

Subhashini Srinivasan, The S Studio

Subhashini Srinivasan
The S Studio

Ethnicwear market will see an upward trend if uniqueness and quality are...

Hardik Sanghvi,

Hardik Sanghvi

Idealin Fogging Systems has been engaged in designing and manufacturing...

Manuele Baggini,

Manuele Baggini

Comec Italia Srl is a world leader in the production of printing machines. ...

Yash Jain & Sanjeev Jain,

Yash Jain & Sanjeev Jain

Divyam Export, launched about 30 years ago, exports to 15 countries,...

Iago Castro Asensio, RCfil Distribuciones S.L.

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Dr. Rene Wollert, Freudenberg Nonwovens

Dr. Rene Wollert
Freudenberg Nonwovens

Dr. Rene Wollert discusses the current scenario of the global nonwovens...

Georg Reinhold, Trützschler  Nonwovens & Man-Made Fibers

Georg Reinhold
Trützschler Nonwovens & Man-Made Fibers

Trützschler Nonwovens & Man-Made Fibers, a part of the Trützschler Group,...

Yash P. Kotak, Bombay Hemp Company

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Madhu Jain, Madhu Jain

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Akta Adani, India Boulevard

Akta Adani
India Boulevard

India Boulevard is a San Francisco-based curated fashion marketplace that...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

October 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category

Related Categories:

Advanced Search