Levi Strauss: Nippon Sodachi - IPA Effectiveness Awards Case Study 2002

Brief Description: 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. ;---(TAGS)--- Full Title: Nippon Sodachi ; Number: 2002/30 ; Brand Name: Levi Strauss ; Client: Levi Strauss Japan ; IPA_ProductCoding: Clothing & Accessories (Clothing ranges/brands) ; Agency: BBH ; Author: Sudeep Gohil, Tomoko Toyota ;