Levi Strauss: Levi 501's

Core meaning of Levis jeans had become diluted with the brand being perceived as old-fashioned. Need was to persuade the younger market that 501's were the 'only label' for jeans, revoking 50's values. Press, cinema and TV all used. The company had returned to profitability by the end of 1987. massive sales increase followed 501 campaign. Success seen in Italy and Germany as well as the UK compared to France where the campaign had not aired. Levis seen to have restored brand value and again become part of youth vocabulary.