• by Sarah Mahoney  @mahoney_sarah, April 10, 2025

JCPenney’s newest marketing move is so unexpected that it’s literally unbranded. Hoping to flip consumer perceptions, the department store chain is kicking off a bold new era by hiding its name. The "Anonymous Ads" campaign -- live now in Times Square and shopping malls across the country -- features fashion-forward looks with no visible branding. Shoppers only find out the ad is for JCPenney after scanning a shoppable QR code.

This is part of a bigger reintroduction, led by Marisa Thalberg, named CMO of parent Catalyst Brands several months ago. She hopes the “Yes, JCPenney” campaign can surprise fashion skeptics, eventually turning them into customers. Thalberg tells Marketing Daily about the high-stakes stunt -- and what comes next.

Interview has been edited for length and clarity.

Marketing Daily: Let’s start at the beginning. This is your first major push for JCPenney. What made you think, "Now is a good time to break a marketing commandment" and run the “Anonymous” campaign?

Marisa Thalberg: That was part of Mischief’s response to our brief, so credit to them for the creative idea. This is very much a reflection of where we wanted to go -- and how we assessed the brand’s current position with clear eyes.

We’re playing as an underdog at this point in a sea of retail sameness. The opportunity was, how do we reach the people who don’t have JCPenney on their radar? They might feel nostalgic or skeptical. We had to be willing to challenge those perceptions in a way that opened up the door.

It’s almost a social experiment -- stripping away the labels and featuring our most fashion-forward looks to see who leans in. When you scan the QR code, the landing page says, “Would you have come here if you knew it was JCPenney?” And some people say, “Yes, absolutely.” But for those who say “no”? How great that we got you to reconsider.

I love that we're willing to play with our own perceptions that way. That's human. We’re self-aware, but not self-effacing.

Marketing Daily: This first phase is all about intrigue. Where are people seeing these anonymous ads?

Thalberg: We launched in Times Square and malls across the country -- especially Simon and Brookfield locations, given our ties there. People are walking by these stunning fashion photos, and JCPenney might be just a few feet away. We’re also capturing reactions on social, and they’ve been amazing. You can check them out on our Instagram right now.

Marketing Daily: What’s the next move after this anonymous phase?

Thalberg: That’s when we go into full campaign mode. Starting April 12, we’ll launch new TV spots during big, unexpected moments -- like the NBA postseason. One focuses on fashion, another on home goods. The campaign is using a full-funnel approach: TV, digital, social, search, email, SMS, our own website -- everything. This isn’t about name awareness -- everyone knows who we are. We’re going for new consideration.

Marketing Daily: And what’s the heart of the new “Yes, JCPenney” platform?

Thalberg: We want this campaign to feel like a validation and a surprise at the same time. For people who’ve always known, it’s “Yes, JCPenney!” For those who are newly discovering us, it’s turning a “Really?” into “Yes!” We tested these with some shoppers, and 83% admitted they were surprised to see such on-trend outfits from JCPenney. 

This scenario actually happened to me on my first visit to a store before I even took the job. A customer walked up to Michelle Wlazlo, now our brand CEO, and said, “I love your style.” When Michelle said, “It’s JCPenney,” the woman looked stunned. Whether or not she said it out loud, the natural next sentence is “Yes, JCPenney.”

Marketing Daily: You've also got these "Really Big Deals" launching with Jimmy Kimmel. How do those fit in?

Thalberg: We know people love bragging about a great deal. That’s socially accepted -- universally applauded. So, beginning April 10, we’re partnering with "Jimmy Kimmel Live" to launch a weekly deal reveal every Thursday night for seven weeks.

It’s the first-ever integration of its kind on the show, and Guillermo will announce the new deal on-air. The deals drop Thursday at midnight and are gone by Sunday. The savings are serious, but it all feels fresh and fun -- just like the brand we’re building.

Marketing Daily: So how will you measure success? Sales? Loyalty? A new generation of fans?

Thalberg: All of the above. We're watching business metrics like web and store traffic, engagement on social, and new customer acquisition. And over time, we want to know: Are we changing how people perceive the brand?

Because at the end of the day, JCPenney has the goods. We’ve got the fashion, we’ve got the deals, and we’ve got the receipts.