WTF JC Penney!
What did brands learn from the Motrin Mom fiasco? Obviously nothing! JC Penney’s attempt at using social media to tap consumers’ interest, specifically the female shopping, is yet another fumble by big brands.
Smartblogs post on brands social media campaign at SXSW, pointed out JC Penney’s “Doghouse” video went viral to the point of servers crashing. Some will argue bad PR is better then no PR, but I disagree.
What did JC Penney and Motrin do wrong with social media?
Advertising has and always will play off of stereotypes and social generalizations. It’s never really ok. JC Penney and Motrin social media campaigns took stereotyping to the extreme. It went from playful joking (which is never innocent) of men trying to find the best gift for their female counterpart to bashing male intelligence. More specifically, here’s what’s wrong with the video:
Stereotype 1: Folding laundry and household chores are forms of male punishment. I know many dual working families who split the household chores. I know many men who are better at folding laundry and cleaning then their female spouse. Does this belittle a man’s intelligence? If household chores are form of “punishment”, then what where woman in the 1940’s being punished for? I highly doubt single men or single dad’s view the laundry as punishment for not meeting a woman’s demands.
Stereotype 2: Woman make all the rules, men are only there to please. Thank you Saatchi and Saatchi for making it appear that all woman’s liberation did was form a band of demanding, spiteful, man hating woman. I am so proud of one of the top American advertising agency’s can portray woman in such an insightful and intelligent role as a bitch.
Stereotype 3: Men have no idea how to buy gifts or make a woman happy. The joke of a man never buying the right gift is overrated and not funny. In fact, men and woman a like have problems gift buying in general. If the woman in the video walked around all day whining about the size of her thighs and on a constant diet, a thigh master would seem perfectly acceptable gift. Why wouldn’t it? I don’t see men jumping over joy to get a wrench for Christmas, it just means more work for them to do.
What JC Penney Should Have Done
JC Penney most likely approached Saatchi and Saatchi to create a social media campaign which would reach out to female buyers. The problem is Saatchi and Saatchi didn’t look at the campaign from positive generalizations or stereotypes. There are a dozen softer ways to play on the stereotype of gender based gift buying. The video could have depicted a man commanding his entire family on a secret mission to discover what mom wants for Mother’s day. Using product placement of JC Penney towels, apparel, fitness equipment, or cookware. For Saatchi and Saatchi, it shows limited creativity and consumer insight of their marketing team.
JC Penney has always been viewed as the family department store. Where a family together can get everything they need or want. This campaign contributes nothing positive to the JC Penney brand. Instead, it has hindered the brand from being the all American family store.
