Levi Strauss: Nippon Sodachi
Japanese launch of Levi's Engineered jeans brand. Objective: to revitalise the declining business and compete against a local denim brand, Edwin. A local advertising approach was used. Media: TV including 15 second 'moving billboards' and press. A very different style ? highly cluttered advertising. Evaluation: sales increases correlated with advertising periods. Engineered Jeans gained 15% of Levi sales within 3 months of the launch.