Jerzees Shows It’s Reasonable

Fitzgerald Bows New Tag in Trio of Spots
ATLANTA–Fitzgerald & Co. has launched a repositioning strategy for longtime client Jerzees activewear. Three humorous television commercials introduce a new tagline, “Another reason you can count on Jerzees.”
Each spot uses a comic vignette to provide a reason. In “Porch,” a tearful woman blows her nose loudly into her boyfriend’s T-shirt, proving Jerzees makes “T-shirts that stay soft, even with repeated washing.”
The ads establish an “offbeat, playful, down-to-earth and confident enough to laugh at itself . . . personality,” said agency chief executive officer Dave Fitzgerald.
The agency would only define account billings as “in the millions” of dollars. Last year, according to Competitive Media Reporting, the company spent $8.8 million; $2.9 million through June 1999.
The trio of spots began airing on network and cable television last night. Point-of-sale and a supporting print campaign will break in the first quarter of 2000.
Both the agency and client, which have worked together for seven years, are based in Atlanta.