Levi 501s

1986-7 campaign to rejuvenate Levi's jeans. Too much diversification had diluted the core meaning of the brand, which had begun to seem old-fashioned and unclear.
Agency: Bartle Bogle HegartyAuthor: Tim Lindsay

Levi 501s

INTRODUCTION

In 1984, the Levi Strauss company reorganised its operation in Europe. Suffering from a serious downturn in the jeans market, under pressure from a host of small, fashion-oriented brands, and feeling the effects of a deterioration in image following ill-advised forays into menswear and youthwear, morale was at a low ebb. For a company that was unused to anything except success, with an unparalleled record in employee relations, the prospect of lay-offs was a bitter pill.

In 1986, the company's new commercials had to be taken off air...

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