Levi's Red Tab: 'Plotting a path through a strategic and creative minefield'

Jim Carroll

Levi’s was keen to capitalise on the stellar success of its 501’s advertising campaign to raise awareness of its other Red Tab jeans fits.
Agency: Bartle Bogle HegartyAuthor: Jim Carroll

Levi's Red Tab Poster Campaign - Plotting a Path through a Strategic and Creative Minefield

INTRODUCTION

Over the last ten years, Levi's advertising has maintained extraordinary standards of creativity and innovation in both film and print. The young Levi's consumer is one of the most sophisticated and demanding judges of advertising and we are always on a knife edge with new creative work, because the risks of failure are great.

This paper shows how planning plotted a clear and safe path through a strategic and creative minefield, identifying the...

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