Russell is doubling last year's spending for the offbeat TV campaign for Jerzees, designed to help the mass-market mainstay at Kmart Corp. and Wal-Mart Stores compete in bigger-league competition against Sara Lee Corp.'s Hanes and Fruit of the Loom.
The company previously spent about $10 million annually to market Jerzees.
TV spots, from Fitzgerald & Co., Atlanta, broke Oct. 17. A redesign of the Jerzees Web site (jerzees.com) will follow by yearend, and new print ads and point-of-purchase materials will appear in the first quarter of 2000.
DESIRE FOR CERTAINTY
Market research found that consumers did not have a set image for Jerzees and want "certainty" in products in a rapidly changing world, which gave the agency an idea how to sell the brand, said Cheryl Barre, president of Russell's Jerzees division.
The spots, all tagged "Another reason you can count on Jerzees," show the