KraftWorks has been named agency of record for Jantzen Inc. a wholly owned subsidiary of Perry Ellis International Inc. Jantzen has tapped the agency to create a branding campaign for the swimwear giant that will reposition the label as the casual lifestyle brand for women, men, teens and kids. KraftWorks' national consumer advertising and grass roots marketing campaign is slated to break for spring 2004.
Oscar Feldenkreis, president and chief operating officer of Perry Ellis International, said, “In a recent consumer survey in WWD, Jantzen ranked as one of the top 80 most recognized brands in the world. We are excited to be working with KraftWorks and will rely on their guidance to move the brand into the top 10. The agency is highly strategic and has a proven ability to execute on a creative level.”
KraftWorks President Neil Kraft said, “It's always a unique opportunity to position a brand that has for years been associated with a specific category of business. Consumers know Jantzen as a swimwear label and we believe that the focus on a complete lifestyle concept will be critical for re-launching the brand.”