Advertising Effectiveness Winner:
Lee Jeans Positioning
Agency: Fallon McElligott, Minneapolis
The Lee brand was in serious trouble in 1997. Lee had been nearly abandoned by the all important younger jeans wearer, the life-blood of the business.
Lee remained the category leader with older women (35+) but younger consumers were wearing small designer brands, giants like Levis and Gap, and more frequently private label store brands.
Lees waning relevance to young consumers wasnt news to retailers. In the...