• Adweek, Wednesday, February 20, 2008 12:30 PM

Undeterred by turmoil in the retail sector and the likelihood of an onrushing recession, J.C. Penney is readying a new campaign for its "American Living" line that it says is its biggest launch to date. Mike Boylson, the retailer's CMO, admits he has been questioned about the wisdom of breaking such a large campaign right now, but notes the economic downturn could also be an opportunity.

"Our attitude is that when things get tough, it becomes a market share game -- you've got a chance to take customers away from the competition," he says. "For about a five-week period, wherever Americans turn, they will see the 'American Living' campaign." And at least one industry watcher -- Patricia Pao of retail consultancy, sees some merit in the approach. "They're getting the best exposure, the best positioning at a time when they will have virtually no competition in the marketing area."

The effort backs the chain's new mass-market collection, created in conjunction with Polo Ralph Lauren and is meant to appeal to a broad demographic with images of heartland vistas, Fourth of July celebrations and family reunions set to Robert Plant and Alison Krauss' "Killing the Blues" recording. It will kick off on Univision Feb. 21 and make its full debut during the Oscars on Feb. 24.

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