LEVI'S PROMOTES TYPE 1 JEANS
By Adnews Staff
Levi Strauss & Co. Canada has begun a promotion for Type 1 jeans. The line of five-pocket jeans was released in Canada in mid-January. Toronto-based ninedots altered the <http://www.levi.com/canada> Web site in an effort to build awareness of and interest in Type 1 jeans and other Levi products. The site's new content, features and appearance began appearing in late February, according to Dave Soyka, consumer marketing co-ordinator for Levi Canada. FCB of Toronto has adapted television advertising created for Levi in the U.S. The commercial, which uses the tagline "Bold since 2003," broke on conventional and specialty networks on March 17. Levi is also promoting the line with in-store materials and with public relations from Apex Public Relations of Toronto.