Levi Strauss & Co. (San Francisco), one of the world's largest branded apparel companies, has developed a new 360-degree brand campaign that will launch this holiday weekend. The campaign, created in conjunction with advertising agency Wieden+Kennedy Portland (Portland, Ore.), aims to capitalize on youthful optimism and pioneering energy and to reinforce Levi's jeans as the jean of self-reliance, hard work, and an independent, hopeful spirit. "The campaign takes the raw, tough, and eternally optimistic spirit that made the Levi's brand great and brings it to life as a clarion call for this generation," says Doug Sweeny, vp, Levi's brand marketing.
The "Go Forth" mantra will stretch across all key touch points, including product innovation, retail experience and TV, cinema, print and digital advertising outlets. Two spots celebrate the works of American poet Walt Whitman, who was chosen to represent the democratic power of real people. "Walt Whitman's best writing always sought ways to face the adversity, bad times and suffering around him and to find hope in the future," says Ed Folsom, co-director of the Walt Whitman Archive.
Levi Strauss reaches more than 110 countries with its products under the Levi's, Dockers San Francisco and Signature by Levi Strauss & Co. brands. The privately held company reported net revenue dropped to $951 million for the first quarter ended March 1, 2009. The decrease was primarily due to the loss of Levi’s and Dockers sales to U.S. customers who declared bankruptcy in 2008, weaker sales and higher sales allowances for Dockers products in the U.S.