C-K Looks to Modernize Zenith

Cramer-Krasselt wants Zenith Electronics to look more hip in the company’s first campaign in roughly 15 years.

“Zenith needs to do something totally different from the past,” said Wayne Park, senior vice president of sales and marketing for the Glenview, Ill., company. “We need to change everything about Zenith.”

The new campaign targets a decidedly younger consumer, with a media buy that includes national cable networks such as Comedy Central, FX, ESPN and the Sci-Fi channel, and magazines such as Entertainment Weekly, Wired and Vanity Fair.

“We want to align ourselves with people who are young and hip,” said Sam Caputo, Zenith’s director of advertising.