You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract JC Penney Promotes New Tagline During Olympics Opening Ceremony 'When It Fits, You Feel It' Part of Retailer's Broader Spring Campaign By Natalie Zmuda, Published on February 07, 2014 8 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.