Levi’s CMO Explains Why It’s Worth Taking the Risk to Be Political

Jennifer Sey at Brandweek: Challenger Brands on how denim embodies 'democracy and inclusion'

With the American political scene about as raucous and contentious as it’s ever been, a brand can be forgiven for wanting to steer clear of politics in any way. But Levi Strauss & Co. is willing to wade into that morass—most notably with last year’s “Use Your Vote” campaign. The featured spot, along with its supporting social-media outreach, did not endorse one party or issue over another, but it did make a bold statement about civic responsibility, portraying an ethnically diverse range of citizens in various nations, all setting out for polling places to cast their ballots.