Levi widens its scope

The latest campaign from Levi Strauss (Canada) maintains the youthful element of its past advertising but changes focus from its traditional target group.Bernard Gorecki, marketing service manager, says the idea behind the new 'Levi's is' campaign is to show the variety...

The latest campaign from Levi Strauss (Canada) maintains the youthful element of its past advertising but changes focus from its traditional target group.

Bernard Gorecki, marketing service manager, says the idea behind the new ‘Levi’s is’ campaign is to show the variety of product, including fashion for women and children.

Levi’s primary target has been the male aged 15-24.

The appeal of the brand is widening and Gorecki says Levi Strauss is no longer just a straight-leg blue jean company.

The six-week campaign is scheduled to capitalize on Levi’s busiest sales period – back-to-school.

The song, The Beat Goes On, made popular by 1960s singing duo Sonny and Cher, backs television spots illustrating what ‘Levi’s is,’ such as ’501,’ ‘Relaxed,’ and ‘Friends.’

The campaign, created by Toronto’s Harrod & Mirlin, includes a dozen 15-second television spots, radio, posters and point-of-purchase material.

A new series of spots with the same theme will play for six weeks during the pre-Christmas period.