"Doghouse Prevention Week" Begins Today

PLANO, Texas--(BUSINESS WIRE)--In an effort to further educate loved ones on how to stay out of the “Doghouse,” J. C. Penney Company, Inc. (NYSE: JCP) today declared the week leading up to Valentine’s Day – Feb. 6-13 – as “Doghouse Prevention Week.” In recognition of the week – which has been trademarked by JCPenney – the retailer has reenergized its BewareoftheDoghouse.com viral campaign with new enhancements designed to make it easier for women to warn their bad-gift giving loved ones about the online “Doghouse.”

“Valentine’s Day is a holiday that every woman remembers but many men forget, and ‘Doghouse Prevention Week’ is a perfect reminder that The Jewelry Store inside JCPenney is the ideal shopping destination for men who want to stay out of the ‘Doghouse’ – but stay within their budgets,” said Beryl Raff, executive vice president of fine jewelry at JCPenney. “With newly enhanced features on the ‘Beware of the Doghouse’ site – which highlights our exciting array of stylish and very affordable selection of diamond gifts – we are making it easy and affordable for men to dodge the ‘Doghouse’ this Valentine’s Day.”

JCPenney first launched BewareoftheDoghouse.com – a fun and interactive viral campaign that enabled women to comically reprimand their loved ones for bad gift choices – on November 21, 2008. Throughout the holiday season, the campaign logged more than 7 million visitors to www.BewareoftheDoghouse.com and more than 14 million total video views. The online “Doghouse” quickly became a temporary home for more than 7,000 loved ones across the world and another 9,000 warnings were sent.

In support of “Doghouse Prevention Week,” JCPenney will introduce an enhanced “Beware of the Doghouse” online experience that boasts new features such as Valentine’s Day imagery, an easier gallery search function and enhanced usability of Facebook Connect where users can warn or select more “Doghouse” candidates as well as enhanced animation throughout the site. To promote the campaign, e-mails to previous “Doghouse” participants will be distributed and online banners will be featured on top jewelry consumer sites.

Dazzling Deals for Valentine’s Day

With a stylish, high-quality selection of diamond jewelry for every occasion ranging from $69.99 to $10,000, The Jewelry Store inside JCPenney is an affordable shopping destination for customers looking to dodge the “Doghouse” this Valentine’s Day. JCPenney’s Valentine’s Day specials, also available at jcp.com, will showcase several “dazzling deals” such as:

• Diamond-accent heart pendant in sterling silver for $79.99; ⅓ CT. T.W. diamond heart pendant in 10 karat yellow or white gold for $114.99; ½ CT. T.W. diamond heart pendant in sterling silver or 14 karat gold-over-sterling silver for $179.99; 1 CT. T.W. diamond pendant in sterling silver or 14 karat gold-over-sterling silver for $229.99.
• ¼ CT. T.W. journey diamond pendants in sterling silver or 14 karat gold-over-sterling silver starting at $119.99.
• Diamond-accent “love” band in sterling silver for $94.11; Diamond Promise Ring ¼ CT. T.W. in sterling silver for $117.64.
• Diamond-accent earrings in 10 karat yellow or white gold for $69.99; ⅛ CT. T.W. diamond solitaire earrings in 10 karat yellow or white gold for $99.99; ⅓ CT. T.W. diamond earrings in 10 karat white gold for $179.99.
• ½ CT. T.W. diamond bracelet in sterling silver or 10K gold-over-sterling silver for $119.99.

Additional special offers include:

• A compelling selection of pendants, rings, necklaces and other heartwarming gifts for under $100.
• 40% off ruby and amethyst gemstone jewelry starting at $116.99.
• 40% off select diamond jewelry starting at $99.99.
• 60% off select gold jewelry starting at $34.99.

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 send an email warning or upload their loved ones into 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 the diamond jewelry gift selected on the site by the woman in their lives – 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 1,093 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 approximately $19.9 billion in 2007 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 155,000 Associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney. For more information visit www.jcpenney.net.