J.C. Penny 1981 "Fox" Ad

JC Penney didn’t just make a cheaper polo. They made a wink-and-nod version of the Lacoste shirt — same vibe, smaller price, and a fun tagline: “See you later, alligator.”

Marketing analysis

This ad hits hard by tapping into recognition. People already knew the Lacoste logo, so JC Penney hijacked that awareness. Instead of competing from scratch, they rode Lacoste’s existing wave with a playful twist — “The Fox.”

Why it works

• Leverages brand association without needing top-of-mind awareness
• Uses humor and wordplay to disarm comparisons
• Anchors value by stating “$5 less” directly
• Simple, bold design keeps focus on the product and logo

Examples

• Aldi mimics brand-name packaging for its in-house products
• Pepsi’s “The Choice of a New Generation” riffed off Coke’s heritage positioning
• Dollar Shave Club launched by poking fun at overpriced razors from Gillette