LEVI'S LAUNCHES FITTING CAMPAIGN FOR ENGINEERED JEANS
By Adnews Staff
A new advertising campaign promoting Levi's Engineered Jeans is targeting young adults where they are most likely to be found, including places like movie theatres and nightclubs. Levi's new ergonomically styled jeans have been re-designed to fit better. The campaign was created by Bartle Bogle Hegarty of London with minor changes for the Canadian market done by Harrod & Mirlin/FCB of Toronto. Media planning and buying was done by TN Media, also of Toronto. The plan is to reach the target market of men and women 18- to 24-years-of-age in unconventional ways. A 30-second spot is running in Cineplex Odeon and Famous Players theatres in Toronto, Montreal, Vancouver, Calgary and Edmonton until the end of the month. The same spot is also running on MuchMusic, where Levi is sponsoring the station's "Much Stylin" vignettes, which discuss fashions and trends related to music. A micro site at <http://www.muchmusic.com> has also been created and MuchMusic is running a "twisted fashion" contest with three $500 shopping sprees at any Original Levi's Stores across Canada available to be won. Levi's also looked to Toronto-based NewAd to run washroom advertising in clubs in the Toronto, Vancouver and Montreal markets. The four-week washroom advertising push breaks mid-September using interactive video boards and multi-dimensional boards. Print advertising will be seen in urban weeklies such as Now, The Georgia Strait and Voir magazine. Levi Strauss & Co. (Canada) Inc. is based in Richmond Hill, Ontario.