The campaign will run across TV, cinema, print, digital and social, as well as in-store as Levi’s aims to “deeply engage and activate consumers through real-life and virtual events”, according to chief marketing officer Jennifer Sey. She says the campaign is aimed at communicating Levi’s “authentic self-expression”, as well as its new autumn clothing collection.
“Live in Levi’s is more than a campaign, its an optimistic new direction that reinvigorates the Levi’s brand soul. The energy, storytelling and iconic jeanswear at the centre of the effort will reinforce what long-time Levi’s loyalists love about the brand and serve to attract new fans around the world. We’re celebrating the eternally optimistic spirit and iconic product that make the Levi brand great and forever relevant,” she adds.
Levis is putting digital at the front of the campaign, launching a film via social media that will feature the stories of people wearing Levi’s. The TV and cinema spot will air from late July while outdoor creative will run in key markets, including London.
The new campaign replaces the “Go forth” message that ran for five years. It comes after Levi’s appointed FCB and The House Worldwide to work on a new brand campaign for Levi’s earlier this year, along with an internal Levi’s team.
Levi’s sales slowed in its most recent quarter, with revenues dropping 1 per cent to $1.15bn as it was impacted by a heavy promotional environment. However, in Europe revenues were up slightly, by 1 per cent to $297m, and Levi’s says it plans to use “commercially-driven marketing” to boost profits over the long-term.