Section 4 - Case Studies
Tecate Campaign
JCPenney
Paragon Cable
Honda
House Foods

Lincoln Mercury
El Pollo Loco
La Opinion
Dinero Seguro
Harris Bank

 

JCPenney® Floralace® Lingerie Campaign

Background

Recently, the landscape of the retail apparel market has undergone significant change. The marketplace has become more complex with the diversification of the retail environment. Mass merchandisers and discounters as well as specialty stores have become strong competition for traditional department stores. JCPenney understands that newcomers like Victoria’s Secret® and other specialty lingerie stores, as well as Target and Wal-Mart are aggressively seeking increased market share. Consumers are drawn to those retailers who specifically target them and provide the fashions for their specific lifestyle or mindset. JCPenney offers these relevant fashions. JCPenney is one of the top retailers of intimate apparel in America in the department store category, however, it is imperative that retailers like JCPenney react to this competitive marketplace.

Campaign Objectives

Marketing Objective:
To increase the sales of lingerie during the JCPenney Lingerie Sale period.

Communications Objectives:
To introduce the new Floralace brand of lingerie and establish the collection as a viable fashion brand available to suit specific needs of the JCPenney target.

To enhance the image of JCPenney as a lingerie shopping destination for Hispanics.

Target Audience

Hispanic, African-American and Anglo Females. Ages 18-49

Strategy

In May 1999 JCPenney asked its Hispanic advertising agency, Cartel Creativo Inc., to work closely with the African-American agency to create a lingerie brand commercial that was only to air on two award shows — the Hispanic Alma Awards on ABC and the African-American Essence Awards also airing on ABC. The Lingerie brand TV spot was created to continue to build the image of JCPenney’s Lingerie department as well as communicate to the target audience the great new Floralace Lingerie Collection by Delicates® available at JCPenney

Insight

Cartel Creativo recognized that there were some definite cultural similarities among women of different non-anglo ethnic backgrounds. The "New Marianismo" theory (The Maria Paradox, Gil/Vazquez, Puttnam Pub Group 1996) states that many U.S. Hispanic females (like African-American women) are finding a balance between their beloved traditional social values and their emerging independence and self-expression. Fashion, including lingerie, is simply another extension of this self-expression.

Creative Execution

Cartel then produced an English-language ethnically targeted lingerie brand TV spot that included Hispanic as well as African-American talent. Instead of the typical lingerie advertising that seems to be addressed more to the male than the female, the agency opted to create a connection with the female who is looking for comfort and style, as well as lingerie that gives them personal pleasure. The spot ended with the words…. "And men think we buy lingerie just for them!"

Evidence Of Results

The commercial was favorably received by the client and the decision was then made to take this brand spot, which was originally created for the ethnic target and run it concurrently (with a sales message adaptation) with another sales-oriented lingerie TV commercial during a Lingerie sale event in May of 1999. The spot contributed to a 26% increase in total lingerie sales for JCPenney.


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© 2002 Isabel Valdés - To contact the author, email: isabel@isabelvaldes.com or call (650) 322-1922
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