JC PENNEY SUPER BOWL

The entire retail model with JC Penney is based around sale promotions.

Customers are held hostage to cutting out and saving coupons, bombarded with 20% off sale flyers in the post and forced to queue outside stores at ridiculous hours just to get the best price.

JC Penney asked us to help them change their retail philosophy. 

They needed a bold way to announce the end of their coupon culture.