TITLE

Levi's adds sexy, rebellious tone to retooled jeans

AUTHOR(S)
Cuneo, Alice Z.
PUB. DATE
August 1999
SOURCE
Advertising Age;8/2/1999, Vol. 70 Issue 32, p45
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the new advertising campaign for Levi Strauss & Co, as of August 1999. Levi Strauss & Co is retailoring its jeans to deliver a more compelling product line for its young audience. In its back to school effort, the company on August 16, 1999 breaks a campaign tagged "Opt for the original" with two spots. These will run from August 16, 1999 through September 26, 1999 and resume in November through the holiday period. A third spot about turning jeans into cutoffs is slated to break in spring 2000. According to Lee Clow, chairman-chief creative officer of TBWA Worldwide, the new campaign brings Levi's back to its core brand identity. He also said that Levi's is about being sexy and rebellious. Robert Holloway, vice president-youth category, said the company has moved away from strict adherence to rules for its Red Tab brand. It is adding new fabrics such as khaki to the lone to become more consumer-focused. Holloway said the company's new marketing focus is beginning to produce results, with holiday orders up 9 percent. Other encouraging signs are an increased interest in tighter jeans.
ACCESSION #
2109803

 

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