TITLE

Levi's latest strategy hits below the belt

AUTHOR(S)
Garfield, Bob
PUB. DATE
August 1999
SOURCE
Advertising Age;8/9/1999, Vol. 70 Issue 33, p33
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the television advertising campaign of Levi Strauss & Co. The strategy briefly revolved around the hard jeans fashion trend Levi's reckoned would sweep America and restore the brand's image of cutting-edge coolness. From TBWA/Chiat/Day, Playa de Rey, California, comes the latest gambit for returning Levi's to its rightful place as the quintessential American clothing brand.
ACCESSION #
2146506

 

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