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Levi Strauss aims for young males with I-Candy games

Published on .

Levi Strauss & Co., in a major push to reach teens through online music venues, next month launches advanced forms of a Web banner alternative called I-Candy.

The I-Candy icons, which will run on 25 to 30 music sites, are intended only to give visitors an interactive experience of the brand and will not link back to the company's Web site, said Jay Thomas, director of digital marketing for the Levi's brand.

For more on this story, see INTERACTIVE

Copyright December 1997, Crain Communications Inc.

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