Historic Trumps Hip for Levi's New Campaign

You don’t have to be hip, young or a cultural trendsetter to rock a pair of Levi’s jeans, according to Jennifer Sey, global CMO of the Levi’s brand. The company, which saw its U.S. sales flatten this year, is reconnecting to its roots, with a new message, “Live in Levi’s,” that woos the general market with a focus on the historic 501 product line. Marketing and ads from FCB and The House Worldwide are launching throughout July, including a TV and cinema spot, digital ads and social marketing to share real-life customer stories. But while Levi’s is positioning itself for the masses, please don’t call it an “everyman” brand.