Weekender: How JCPenney’s new brand positioning is subverting consumer expectations

Signup Weekender April​ 12,​ 2025 | A roundup of this week’s most read stories

BROUGHT TO YOU BY — AtData Make your email list a growth engine Identify and reach engaged audiences, update contacts, personalize effectively and turn data into revenue with insights that drive results. Unlock better data.   Note from the editor Major investments in connected TV across the marketing ecosystem are a signal of how quickly viewing habits are changing. For marketers, the CTV space yields new opportunities, like enhanced audience targeting, as well as challenges, like managing reach. As you explore the role CTV could play in your marketing playbook, be sure to join us on Wednesday, April 23 at 2 p.m. ET for our virtual event, “Sharpening the Picture on Connected TV Marketing,” to hear from a panel of industry leaders about what’s working and what’s not. Attendees will also learn about where the space is headed next. Those interested in attending can register for the event for free using this link. https://events.industrydive.com/events/connected-tv-marketing?utm_source=MD&utm_medium=Ed-Notes-Weekender&utm_campaign=Q22025MarketingDiveLive. Don’t forget, the event is completely free — be sure to share the link with colleagues who may also be interested. As always, thanks for reading. Jess Deyo Editor, Marketing Dive Email How JCPenney's new brand positioning is subverting consumer expectations "Anonymous Ads" was created and executed by new appointments Mischief and VaynerMedia, and helps the brand address a "sea of sameness" in retail. Beyoncé's Cécred tells real women's stories in first brand campaign Created with Wieden+Kennedy, "A Deeper Understanding of Hair" revolves around a documentary-style film that details real hair care experiences. BeReal launches US advertising platform led by former TikTok exec Levi's debuted one of the first lifestyle activations on the platform and achieved five-times higher engagement compared to other social networks. Sponsored Content by Brandmovers From discounts to devotion: how to build customer loyalty beyond price cuts Break free from discount dependency and build real customer loyalty with these smart strategies. Kit Kat protects downtime in a chaotic world with Break Brothers The brand's first character-driven campaign looks to appeal to people dealing with hectic work environments and return-to-office policies. Dove addresses BO at concerts with music festival-focused campaign "Hot Seats" utilizes IRL activations, including a digital billboard truck and Reddit clues, to engage with consumers as they look to score event tickets. Maximize Email Deliverability in 2025 For every million email messages sent, 16% go directly to spam. Discover steps marketers can take to increase deliverability and stay out of the spam folder in this webinar. Learn More From Our Library Webinar - on demand Winning in the Attention Economy: Strategies to Break Through the Noise Custom content for Canva Playbook How C-Stores Can Boost Revenue With In-Store Technology Custom content for Shep Digital Solutions Playbook Five Myths about AI in Product Discovery That May Be Limiting Your Brand Custom content for Talkoot Playbook 5 Strategies to Turn Customer Data into Revenue Custom content for Baesman View all resources Best of What We're Reading Hotel Dive Marriott gets into bed with Gwyneth Paltrow for new sleep-focused campaign CNBC Amazon CEO Andy Jassy says he believes sellers will pass increased tariff costs on to consumers Adweek Two Lawsuits Allege The Trade Desk Secretly Violates Consumer Privacy Laws Digiday Potential buyers are probing Yahoo’s ad tech assets The Wall Street Journal Stellantis to Revise Ads Saying Its Cars Are Built in America Adweek Meta Stands to Lose Tens of Billions of Ad Spend in Impending FTC Antitrust Trial Suggest a story we should read Upcoming Events 14 APR Webinar | 2 p.m. ET Maximizing CTV Impact: Beyond Awareness to Full-Funnel Performance Presented by studioID and Pathlabs 24 APR Webinar | 2 p.m. ET Paid Social May Be Taking the Lead, But Email and Text Have Staying Power Presented by studioID and Wunderkind 15 MAY Webinar | 2 p.m. ET How to Take Your Retail Media Network to the Next Level Presented by studioID and Kevel Dive Into a Topic Brand Strategy Mobile Creative Social Media Video Agencies Data/Analytics Influencer Marketing Ad Tech CMO Corner Share Marketing Dive: Daily Dive and get rewarded. You’ve referred 0/10 readers. Share your link: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76

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