Raising Arizona Jeans

DDB Needham here was chosen by J.C. Penney to connect its private label Arizona Jean Co. more with image-conscious youth in creative, planning and print buying assignments on the estimated $20 million business.
DDB confirmed its selection last week by the retailer in Plano, Texas. Agency chairman Jake Schroepfer could not be reached for comment late last week.
Also pitching was The Richards Group in Dallas.
The Arizona Jeans account was previously in Irving, Texas, at Temerlin McClain, which handles all other J.C. Penney marketing chores.
Broadcast buying for Arizona Jeans will remain at TeleVest, New York, which handles TV and radio placements for the company.
No details were provided on when DDB’s work will launch, although the back-to-school season is usually the $1 billion brand’s peak ad schedule. Arizona Jeans was a top 30 advertiser on network television in a one-week period last August, according to Competitive Media Reporting.
Sources said J.C. Penney was looking for a better reach into the youth market.
DDB Needham has provided Gen-X marketing muscle with its advertising for Midway Home Entertainment, FootAction USA and the Boy Scouts of America.
Ironically, Temerlin’s 1998 television work for the brand featured teenagers complaining how marketers do not know how to talk to them in substantive terms.
“Don’t try to talk like me because it’s not working. Just show us the jeans,” one of the characters said in a 30-second television commercial created by Temerlin.