"No coupons, just great prices"jcp is setting out to change the way people shop with a brand that is relevant to all walks of life, and the goal of becoming America’s Favorite Store. The brand’s re-launch goes far beyond a logo change, new brand identity, and integrated marketing communications, having launched the first of many significant initiatives that will make a meaningful impact on the shopping experience. “Western Coupons” is the first of the campaign’s four spots that highlight such changes.Retailers have traditionally relied on promotions to drive business, some of which take the form of special coupons, rebates, and complex combinations of offers. The result creates customer inconvenience and dilutes the true value of products.  “Western Coupons” parodies the inconveniences and hassles of this form of promotion. Why require a customer to have the right coupon for the right product at the right time, especially when customers might find products in the store that they hadn’t even planned on purchasing?