Campaign: JC Penny - The Ex-Change

Campaign: The Ex-Change by JCPenney

Objective:
Yes, JCPenney is still around, surprised? Yea, me too, but this is the kind of campaign that puts a smile on my face. The campaign is called The Ex-Change, where you can swap in your old jewelry for something new. This has been done a million times, but what makes this unique is its positioning. The tag-line ‘Roses are red, Violets are blue. Out with the old. In with the new.” Then there’s a place to enter your zip code to find a location near you. Genius. Everyone gets it.

Why it works: 
1. Sustainable Jewelry Practices - We’re still in the era of ‘thrifting and recycling.’ This fits the trend.

2. Emotional Detox Events - Appeals to both men and women, ageless, timeless, love-lorn, broken-hearted, or sour on love.

3. Holiday - Valentine’s Day campaign that’s unique, humorous, and practical.

Credit and images: https://jcpexchange.com/find

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