'Beware of the Doghouse' returns to JCPenney

PLANO, Texas JCPenney has brought back its “Beware of the Doghouse” campaign. Launching on www.BewareoftheDoghouse.com on Nov. 20, the viral campaign has been enhanced to creatively remind loved ones how to stay out of the “Doghouse,” while highlighting JCPenney’s selection of fine jewelry gifts.

“A fun and humorous take on gift-giving, ‘Beware of the Doghouse’ once again showcases JCPenney as the department store destination customers can trust for fine jewelry gifts of exceptional style and quality, yet at very affordable prices – a unique value proposition that matters now more than ever,” said Ruby Anik, SVP brand marketing at JCPenney. “Adding new, interactive features on the ‘Beware of the Doghouse’ site is just another great example of the fun and innovative ways that we are inviting our customers to celebrate the joy of giving with JCPenney this holiday season, while showcasing our selection of beautiful, meaningful fine jewelry gifts.”

JCPenney first launched the World Retail Award-winning “Beware of the Doghouse” campaign -- created by Saatchi & Saatchi -- in November 2008. Throughout the 2008 holiday season, the campaign logged more than 7 million visitors to www.BewareoftheDoghouse.com and more than 14 million total video views.