LEVI'S CONDUCTING A BUTT SEARCH ACROSS CANADA
By Adnews Staff
Levi Strauss & Co. (Canada) Inc. of Richmond Hill, Ontario will spend the month of November conducting the Levi's Butt Search. The promotional contest is challenging Canadians to submit a photo of their "best asset" in a pair of Levi's bottoms to win a chance to have their butt appear in a Levi's television spot scheduled to air in February 2000. The Butt Search is designed to encourage customers to have fun and celebrate their individuality, Levi's Brand leader Karen Sterling said. Participants can go to any Original Levi's Store or Bay store to pick up a ballot to fill out the ballot and mail in with a photo of their butt in Levi's. A random draw will determine one male and one female winner. Another way to enter the Levi's Butt Search is to spot the "Butt Brigades" who will be travelling across Canada attending events and taking pictures of people wearing Levi's. Additional prizes include a 2000 Ford Mustang at Original Levi's Stores or a 2000 Volkswagen Beetle at participating Bay stores. The "Butt Search" is being promoted with a national promotion campaign from Levi Strauss' promotional agency-of-record FCB Impact of Toronto. Television advertising on MuchMusic and TSN, point-of-sale materials and a direct mail piece will be supported with public relations from Shandwick Canada of Toronto. Levi Strauss & Co. (Canada) Inc. markets the Levi's and Dockers brands in Canada.