JCPenney (JCP) will use the Oscars as a platform to advertise its spring products once again this year.
The retailer will run six ads in the Academy Awards in an attempt to boost sales. 2014 will mark the 13th time JCPenney is the Oscars’ official retail sponsor which a company spokesperson calls the “Super Bowl for women.”
The retailer started a new marketing plan in 2011 when Ron Johnson became CEO that focuses on “fair and square pricing” over sales and promotions.
The JCPenney spokesperson said that the company’s focusing on catering its customers’ need by offering products that fit the diversity of “America’s shapes, colors and wallets.”
JCP stock is up 1.25% Wednesday.
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