Levi Strauss & Company: Nice Pants campaign
Rebecca StanfelOverview
In 1995, Levi Strauss & Co. turned to its longtime ad agency, Foote, Cone & Belding, for help in reinvigorating Dockers, the company's brand of khaki pants and other "dress casual" apparel. Although the brand featured an assortment of casual attire, including pants, shirts, and jackets for both men and women, the success of Dockers was fueled by the popularity of its men's khaki pants. In the eight years after their introduction in 1986, Dockers had generated more than $1 billion in sales, and its khaki slacks had proved to...