jcpenney Helps Gift-Givers Dodge the “Doghouse” Again This Season

Successful Campaign Returns with New Features to Highlight Retailer’s Stylish and Affordable Selection of Fine Jewelry

PLANO, Texas (Nov. 18, 2009) – J. C. Penney Company, Inc. (NYSE: JCP) today announced the return of “Beware of the Doghouse™,” the award-winning marketing campaign that allows women to put their significant other in the "Doghouse" for bad gift choices this holiday season. Launching on www.BewareoftheDoghouse.com on November 20, the campaign has been enhanced to creatively remind loved ones how to stay out of the “Doghouse,” while highlighting jcpenney’s exciting selection of stylish and affordable 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, senior vice president of 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.”

In support of the upcoming holiday season, jcpenney takes the “Beware of the Doghouse” online experience to the next level, providing an even more interactive and entertaining way for women to encourage their loved one to get out of the “Doghouse” by purchasing affordable, stylish, fine jewelry gifts from The Jewelry Store inside jcpenney. A short, humorous film on BewareoftheDoghouse.com will once again be central to the campaign this season. Directed by Stephen Pearson, in partnership with Emmy-award winning director Bryan Buckley, the film – featuring some of the same memorable “Doghouse” characters from last season – will focus on the review board process and trial, highlighting how men can get out of the “Doghouse.”

Furthermore, this season’s experience takes the humorous reprimanding to the next level by allowing users to visit BewareoftheDoghouse.com and build a case against their bad gift giver filled with written statements and imported photos, videos and witness testimony as evidence of the bad gift-giving. Each case file will be compiled into a trial movie and given its own web address, allowing users to share (can be e-mailed or posted to MySpace and Facebook) the link with friends. All trial video submissions can be viewed on the site throughout the season. Bad gift-givers can only be released from the “Doghouse” after purchasing a jcpenney fine jewelry gift – or simply at the user’s mercy with the click of a button.

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.

Dazzling Deals this Holiday Season:
With a stylish, high-quality selection of fine jewelry gifts, The Jewelry Store inside jcpenney is an affordable shopping destination for customers looking to dodge the “Doghouse” this Christmas with items such as:

• 14K birthstone baby ring charm for $24.99
• 3-pair diamond accent earrings for $39.99
• Sterling silver heart bracelet for $59.99
• Cultured freshwater pearl 3-pc set for $59.99
• 1/8 C.T. diamond stud earrings for $89.99
• DiamonArt® 2.7 C.T. T.W. diamond equivalent ring set for $99.99
• Sterling silver genuine turquoise pendant for $99.99
• 1/10 C.T. T.W. diamond bracelet for $99.99
• 10K gold 17” dove and peace necklace for $119.99
• ¼ C.T. diamond Journey pendant for $119.99
• 10K gold tri-color twist hoop earrings for $149.99
• 1 C.T. T.W. 3-stone diamond ring for $879.99
• Everlon™ ½ C.T. T.W. 14K diamond knot pendant for $928.79
• 1 C.T. T.W. diamond bridal set for $1,369.99

For further information contact:

jcpenney Corporate Communications (business and trade media relations):
Jayme Cudworth or Kate Coultas; 972-431-3400; jcpcorpcomm@jcpenney.com

jcpenney Brand Publicity (lifestyle media relations):
Stephanie Brown; 972-431-3268; smbrown@jcpenney.com

About Beware of the Doghouse
Created by Saatchi & Saatchi New York in collaboration with Razorfish, the campaign is centered on the site, www.bewareofthedoghouse.com, and includes a humorous video displaying other men’s gift-giving failures. After watching the video, visitors to BewareoftheDoghouse.com can view others in the “Doghouse” and build a case of their own against a loved one, thus putting them in the “Doghouse” Leveraging innovative, non-traditional marketing elements, the campaign uses Facebook Connect where Facebook users visiting the site can easily select “Doghouse” candidates from their friends list or send warnings to other friends. Men can be released from the “Doghouse” by purchasing a fine jewelry gift at The Jewelry Store inside jcpenney– or at their mercy with the click of a button

About The Jewelry Store inside jcpenney
The Jewelry Store inside jcpenney provides the value and convenience of jcpenney, combined with the quality and service of an independent jewelry store. Staffed by professionally trained specialists, jcpenney offers fashion and bridal jewelry for every occasion that meets the highest quality standards. The store also has all of the services you expect from a professional jeweler, the flexibility of three different credit plans and the peace of mind of extended care plans. Customers can shop The Jewelry Store inside jcpenney or online at jcp.com to enjoy a great fine jewelry experience.

About jcpenney
jcpenney is one of America's leading retailers, operating 1,109 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com, and the nation's largest general merchandise catalog business. Through these integrated channels, jcpenney offers a wide array of national, private and exclusive brands which reflect the Company's commitment to providing customers with style and quality at a smart price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of $18.5 billion in 2008 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is jcpenney's "Every Day Matters" brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company's approximately 150,000 asscoates to offer encouragement, provide ideas and inspire customers every time they shop with jcpenney.


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