Levi Strauss Canada promotes Redwire jeans online
By Adnews Staff
Levi Strauss Canada of Richmond Hill, ON has begun an online promotion for a new line of jeans called Redwire. The jeans have a special side pocket designed to hold an MP3 player, as well as a retractable headphone mechanism and an optional remote control unit. The campaign, which is aimed at young Canadians, is intended to create a link between the brand and pop music. The campaign, which is being conducted in association with Sony BMG Canada, features pop musician Teddy Geiger. The contest promotion invites young people to submit song lyrics about the brand to be judged by Geiger. Writers of lyrics that include the word “Redwire” will receive ITunes gift cards. The winner will be featured on MuchMusic.com, TeddyGeiger.ca, Yahoo Music and the Levis Canada website. The campaign was developed by Henderson Bas of Toronto.