Sep
30
Bringing Things Back to Life
Posted by: Peyman Gazor | September 30, 2010 | Leave a Comment
Levi\’s – America Go Forth Commercial
The Levis brand has definitely seen better days. Not too long ago the company was the number 1 denim jean brand, and had the largest market share (30%). Ever since the start of the last decade their success has been diminishing; naturally, just like many other companies, Levi Strauss & Co. is looking to revive its brand and hopefully see encouraging signs. For such a goal to be accomplished they have approached the best in marketing: Wieden + Kennedy, an ad agency out of Portland, Oregon that is also in the process of restoring the Old Spice brand.
The new ad campaign will have the “rust-belt town” of Braddock, Pennsylvania as its setting. In the ads, the company plans to refer to the hard times the U.S has had in the past, in the hopes of illuminating the future. Most importantly, the ads will be selling the story of the rundown town and its people. The idea has definitely started controversy. Consumers claim Levis is using Braddock to their advantage and is not appropriately reimbursing the town and its people. In addition, some critics also highlight the fact that although Levis is wanting to support the U.S. in recovering from this economic slowdown and is promoting American iconography in there new ads, ironically the company’s blue jeans are manufactured offshore.
I believe Levis is on its way in re-establishing their “lost market” . While there are arguments in their unethical marketing strategy, both Levis and the town of Braddock will benefit from the ads. In Braddock’s case, the town will be more recognized and some citizens will be benefiting in their roles in the ads. Similarly, the critique of the company’s manufacturing offshore, should not be taken into account; although the American consumer believes in “[Buying] American, they spend it all on other stuff made in China.” Overall, Levis is a reputable company and so far has not committed an unethical business practice in the eyes of the public.