Kraftworks Seeks to Rejuvenate Company

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

Jantzen, the swimwear line favored by Hollywood starlets of the 1950s and 1960s, has asked Kraftworks to reposition the brand for today’s bathing beauties—now men as well as women.

Jantzen has a strong relationship with the over-50 set. Now it wants advertising that will raise its profile among shoppers in their 30s and 40s, a demographic that has eluded the brand in recent years.

“It’s a venerable brand that everybody over 35 knows and nobody under 35 has heard of,” said Neil Kraft, president of Kraftworks in New York.

AW+

INDEPENDENCE DAY SALE

Subscribe today!

APPLY PROMO CODE "JULY20" AT CHECK OUT FOR 20% OFF

View Subscription Options

Already a member? Sign in