- Kohl’s will replace JCPenney as the retail sponsor of this year's Academy Awards broadcast, set for Feb. 28, 2016, AdAge reports.
- The midrange department store chain plans to use the Oscars to connect with core customers, young consumers and U.S. Hispanics.
- JCPenney has been the sponsor of the Oscars for the last 14 years, using the broadcast to debut its spring fashion and housewares collections.
Kohl’s will take the place of the Oscars' longtime retail sponsor JCPenney. Looking to build awareness among core customers as well as Hispanics and new shoppers in the 18-24 age range, the company is planning a social media blitz in connection with the show, with the hashtag #TheGoodStuff.
The sponsorship will spotlight the relaunch of Kohl’s private label apparel and home décor brand Sonoma, focusing on the idea of accomplishment behind making a movie or brand. While Kohl’s has successfully emphasized an expansion of national brands for the last two years, private labels still account for about half of all sales for it and JCPenney.