I stumbled upon this ad by Levis stating that they are going to introduce a new line of jeans which are partially made out of Recycled Bottles. Their slogan, ” Our Jeans are Made out of Garbage”. I personally think that although Levi’s goal to appear environmentally friendly to its consumers is understandable, this type of marketing ad may have adverse effects. Levi’s has always been associated as being a high quality premium brand of clothing. Are consumers going to view the brand in the same light, or are they going to be willing to give up $60-$100 on a pair of jeans that are “made out of garbage”? Levi’s claims that the polyester fabric derived from the recycled bottles, is strong, flexible, and offers a unique color, however, I think they should really re-consider the way they market this new product. Surely stating that your jeans are ” made out of garbage” is not an effective way to demand a premium from your consumers..