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Levi Strauss Signature moves from O&M to JWT
It seems that the Levi’s Slim Jeans campaign has paid off for JWT. Levi’s has now consolidated its entire range of brands with JWT, with the exception of Dockers and Slates (both of which are in the custody of Meridian, the WPP Group agency). The Levi Strauss Signature range, which has been handled by O&M since its launch in India in October 2005, has now moved to JWT, Bangalore.
The size of the Levi Strauss Signature business, as per sources close to the development, is estimated to be Rs 10 crore.
JWT’s list of Levi’s brands now includes Levi’s, Levi’s Slim Jeans, Levi’s Red Tab, Levi’s Red Loop and, now, Levi Strauss Signature.
When the Levi Strauss Signature range was launched last year, the company was faced with two options: to either give the brand to JWT, which was already handling its other brands, or to bring another agency on board to bring in a fresh and distinct positioning for the new brand. It chose the second option and put O&M in charge of the new brand.
“However, as the brand progressed and developed in the market, we found it a better strategy for the long run to assign the brand to JWT,” says a source within Levi Strauss & Co. The source insists that both O&M and JWT are quite capable agencies and did good work on their respective set of brands. So, there is no issue of dissatisfaction.
For the record, Levi Strauss Signature is positioned as ‘Jeanswear for the Best Years of Your Life’. It is a youth brand that targets college goers seeking value in their purchases. Its properties are that it is a real, honest, every-day wear brand meant for those who lead fun-filled, colourful lives.
Currently, the Signature range has a strong foothold in the Southern market, but will soon roll out nationally as well. It will not limit itself to metros alone, but will go the whole hog to include Class I towns.
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vikram sharma
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Sta Prest : What is required by Levi's, not a scam ad campaign that onlt agency creatives will bother to watch:
At the beginning of 1999, Levi’s prospects looked bleak. Its share was falling in an already declining jeans market, sales levels were down and Levi’s price premium was steadily eroding. Levi’s own research confirmed its core customers (16–24 year olds) weren’t wearing denim the way they used to. Traditional five-pocket just weren’t 'cool' any more.
Levi’s research also found that unaided awareness of the brand had started to fall. More importantly, purchase intention scores, a good indication of the future, were also declining. "We needed an earthquake" was how one internal document described the situation.
The brand needed a rethink and switching the emphasis to a new product was the agreed way forward. Levi’s decided on a range called Sta-Prest and set about defining a new brand attitude that was more upbeat and positive than that of the 501’s world of lone heroes.
The Sta-Prest look was much cleaner and smarter and very distinctive. It had been developed in the US in 1963 when revolutionary technology was used to apply a permanent crease to the garments. In 1999, Levi’s reintroduced this process to provide a unique selling proposition for the brand. Levi’s knew that if the brand was to be successful it would have to regain the respect of its customer heartland.
Sta-Prest was a product that a new generation could own entirely for themselves. Levi’s advertising agency made a conscious effort to break away from the conventions of youth advertising, avoiding the use of conventionally good-looking heroes acting in a cool and rebellious way. They even went to the extreme of using a yellow puppet as one of the main characters.
The primary objective of the media strategy was to create a 'social currency' for target buyers by taking an integrated approach across media, which neither Levi’s nor its competitors had previously exploited. A first for any major youth brand, the campaign was launched through a series of unbranded emails aimed at opinion leaders across Europe. It was designed to create intrigue and a cult among the target market.
Although the ‘Flat Eric’ pan-European drive was a low cost campaign, it achieved remarkable cut-through, even by Levi’s standards. There was a 181 per cent increase in Sta-Prest awareness in the UK, 100% in Germany and 66% in Spain.
At the beginning of 1999, Levi’s prospects looked bleak. Its share was falling in an already declining jeans market, sales levels were down and Levi’s price premium was steadily eroding. Levi’s own research confirmed its core customers (16–24 year olds) weren’t wearing denim the way they used to. Traditional five-pocket just weren’t 'cool' any more.
Levi’s research also found that unaided awareness of the brand had started to fall. More importantly, purchase intention scores, a good indication of the future, were also declining. "We needed an earthquake" was how one internal document described the situation.
The brand needed a rethink and switching the emphasis to a new product was the agreed way forward. Levi’s decided on a range called Sta-Prest and set about defining a new brand attitude that was more upbeat and positive than that of the 501’s world of lone heroes.
The Sta-Prest look was much cleaner and smarter and very distinctive. It had been developed in the US in 1963 when revolutionary technology was used to apply a permanent crease to the garments. In 1999, Levi’s reintroduced this process to provide a unique selling proposition for the brand. Levi’s knew that if the brand was to be successful it would have to regain the respect of its customer heartland.
Sta-Prest was a product that a new generation could own entirely for themselves. Levi’s advertising agency made a conscious effort to break away from the conventions of youth advertising, avoiding the use of conventionally good-looking heroes acting in a cool and rebellious way. They even went to the extreme of using a yellow puppet as one of the main characters.
The primary objective of the media strategy was to create a 'social currency' for target buyers by taking an integrated approach across media, which neither Levi’s nor its competitors had previously exploited. A first for any major youth brand, the campaign was launched through a series of unbranded emails aimed at opinion leaders across Europe. It was designed to create intrigue and a cult among the target market.
Although the ‘Flat Eric’ pan-European drive was a low cost campaign, it achieved remarkable cut-through, even by Levi’s standards. There was a 181 per cent increase in Sta-Prest awareness in the UK, 100% in Germany and 66% in Spain.
