MINNEAPOLIS: Jazzercise, that symbol of '80s workout chic, has

retained Colle+McVoy to revitalize its image. "As a brand it became

entrenched in a stereotype that does not really reflect what it is and

what it does for customers," said Riff Yeager, C+M's SVP. The firm is

creating an integrated PR and advertising program aimed at people of all

ages. "The biggest thing we hear quite often is that it is an '80s

program," said Kenny Harvey, Jazzercise's director of PR. "People say

things like 'my mother did that.' We are proud that Jazzercise is alive

and kicking."

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