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Dockers ads target women

Published on .

Levi Strauss & Co.'s Dockers brand this week takes its "Nice pants" campaign to the women's market with a fall print effort breaking in September magazines. Tagged "Wouldn't it be nice?" the campaign from FCB Worldwide, San Francisco, shows women in humorous poses, such as one where a woman is jumping on a bicycle with the headline "Wouldn't it be NICE to act our PANTS size, not our age?" San Francisco-based Levi Strauss also recently added a women's collection to its Slates line of slacks.

Copyright August 2000, Crain Communications Inc.

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