Skip to main content

JCPenney helps put bad male gift givers in the 'doghouse'


PLANO, Texas Men who fail to please their significant other this holiday season may find themselves in a virtual "doghouse," thanks to a new viral marketing campaign by JCPenney.

Through its "Beware of the Doghouse" campaign, created by Saatchi & Saatchi New York, JCPenney encourages women to visit, where women across America can choose from a variety of ways to show the men in their lives what it is like to be in the Doghouse, and how to get out.

Visitors to can either send a warning or put the ones they love into the "doghouse" by simply providing the person's name and e-mail address. Visitors also have the option of adding a photo and brief summary explaining why the individual is being banished to the "doghouse." Facebook users can also easily select "doghouse" candidates from their Facebook Friends list or post a warning on the candidate's Facebook wall. Once the "doghouse" candidate is selected, women are invited to choose their preferred diamond gift -- one of six beautiful, affordable pieces from The Jewelry Store inside JCPenney -- that will serve as their "get out of the doghouse card."

Men sent to the "doghouse" will be notified via e-mail and given information on how to purchase diamond jewelry from JCPenney.


"'Beware of the Doghouse' is a great example of how we continue to use innovative ways to reach our customers beyond our traditional marketing components," said Ruby Anik, senior vp of brand marketing at JCPenney. "This fun and humorous take on gift-giving allows us to engage with younger consumers on their terms and is another way we're inviting them to celebrate the joy of giving with JCPenney this holiday season."

This ad will auto-close in 10 seconds