Author: Richard Huntington |
Scared ain't Gonna Do You No Good
PLANNING AND THE WRANGLER RODEO CAMPAIGN
INTRODUCTION
Today, Levi's dominance of the European jeans market seems like a divine right bestowed during the earth's creation, an inviolate position others can only dream of. Things used to be different.
Once upon a time, at the end of the 70's and beginning of the 80's, leadership was the preserve of one of the other brands in the classic American jeans triumvirate Wrangler. Then Levi's just happened to create the most celebrated and consistent jeans advertising campaign of the past 15...