Kraftworks' Appeals Skew Younger for Jantzen

NEW YORK Jantzen is ditching the silver screen image popular with the over-50 set in favor of $2 million print campaign that positions the swimwear giant as an escape hatch from work-a-day life.

Four ads from Kraftworks in New York aim to breath new life into a brand that shoppers generally identify with bathing caps and poolside Gin Rickies while introducing Jantzen’s sportswear, accessories and men’s swim lines. The new ads, marked by bright colors and a clean design, instead pursue 30- and 40-somethings who today spend more time dreaming about clear blue waters than swimming in them.

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