Levi’s features outdoor in hip new youth campaign

Levi Strauss Canada has unzipped a large-scale ad campaign intended to strengthen the image of Levi's products in the 14- to 19-year-old market.The outdoor and print campaign, complete with tv support, is being rolled out in Toronto, Vancouver and Montreal this...

Levi Strauss Canada has unzipped a large-scale ad campaign intended to strengthen the image of Levi’s products in the 14- to 19-year-old market.

The outdoor and print campaign, complete with tv support, is being rolled out in Toronto, Vancouver and Montreal this month, and will run through to the Christmas season.

The creative – there are 12 executions – features stylized photos of teens wearing Levi’s products.

The accompanying text is intended to be a kind of poetic rap on life in the 1990s.

Each ad begins with the phrase ‘This time around,’ followed by upbeat, youthful, and inspirational thoughts.

The copy in one of the ads reads: ‘Don’t just let freedom ring. Answer it. Hear the message? Now that you get it, spread it. Hey people, it’s freedom on line 2.’

In each execution, the copy closes with the aphorism, ‘Anything is possible.’

The youthful focus of the new campaign follows a period of a couple of years during which the jean manufacturer targetted a maturing market with ads for its loose-fit jeans, says Chuck Fisher, assistant account manager with Harrod & Mirlin of Toronto, Levi Strauss’ Canadian ad agency.

Fisher says the new campaign, which he describes as image-focussed rather than product-focussed, is intended to appeal to the independent and rebellious nature characteristic of the target market.

For her part, Kathy Thom, marketing and communications manager at Levi Strauss, downplays the shift from mature to youthful consumers, saying Levi’s’ core market has always been the 14 to 24 age group and that the new campaign is business as usual.