JCPenney

Ron Johnson was hired by JCPenney to save this formerly great retail giant. Unfortunately his actions didn’t produce the immediate results that the shareholders had hoped for. Sales slumped. He needed a way to remind people what a great value JCPenney was when compared to their other choices, while still maintaining his new “no discount” policy.  “Compare” was born; a simple and highly effective way to remind the country why JCPenney was terrific.

From ingenious online banners that allowed you to mix and match comparable clothing, to Wifi takeovers that reminded you what JCP was all about, to simple retail videos that were quite literally side by side comparisons, the campaign worked.  Everything sold out. 

But, in the long run, it wasn’t enough to keep either the disgruntled customers from leaving, or Ron.