Levi Strauss plans fall push

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Levi Strauss & Co., San Francisco, hoping to refashion its marketing image as well as its financials, this fall breaks a new umbrella campaign tagged "Make them your own." The advertising from TBWA/Chiat/Day, San Francisco, will push the troubled clothing marketer's basic jeans products and will evolve into support for corduroy products later in the season. In major spot markets, the "Make them your own" campaign will be augmented with a second effort for Engineered Jeans, jeans with a curved bottom hem, slanted lower back pockets and a larger watch pocket. Levi Strauss last year spent $72 million on advertising, according to Competitive Media Reporting, much of it backing the abandoned "Opt. For the original" campaign.

Copyright June 2000, Crain Communications Inc.

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