Levi Strauss & Co. is moving to a younger target in its new campaign for Dockers casual pants. New TV ads, tagged "One Leg at a Time," break March 8 on NCAA basketball programming and are aimed at 25 to 34 year-olds. The previous "Nice Pants" tag is dropped. A bigger ad effort aimed at women also is planned. Foote, Cone & Belding, San Francisco, handles. Spending was not disclosed.
Copyright March 1998, Crain Communications Inc.