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A proposed “Soft Jeans” campaign by TBWA/Chiat/Day for Levi Strauss & Co., which was supposed to break this fall, has been postponed until next year at the earliest. The shift in ad strategy by the San Francisco-based apparel maker comes as Levi’s prepares to reorganize its brand teams and cuts back on ad spending for the remainder of 1998.
The “Soft Jeans” work, which TBWA/Chiat/Day, San Francisco, has been developing for months, was initially supposed to succeed the “Hard Jeans” campaign, which is now drawing to a close.
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