• September 8, 2011

Kohl's is rolling out its marketing campaigns for both the Jennifer Lopez Collection and Marc Anthony Collection, which it describes as its biggest brand launches ever. The Menomonee Falls, Wisc.-based retailer signed the then-very-married couple to represent separate lines. The couple announced their break-up in mid July.

Ads for both collections are themed "My Style Tells My Story," and use pivotal moments in the entertainers' lives. The company is supporting the Lopez collection with a 30-second TV spot, a four-page insert in fashion magazines, as well as digital and social media. And for Marc Anthony's line, the first men's collection at Kohl's to have its own branded TV spots and print advertising, two-page inserts are running in entertainment magazines, in addition to 30-second spots, digital, and social.