Levi's Strauss: 501

OgilvyOne Worldwide, Malaysia

ENTRY INFORMATION

Category: Product Manufacturing and Distribution
Country where program ran: Malaysia
Date program started/ended: 5th - 30th August 2008

Product Description: Levi's 501 jeans is the world's most worn, best-loved jeans - the ultimate straight leg and button-fly jeans. The Levi's 501 jeans is modern, yet timeless. It is the iconic jeans that have subtly evolved through the years to ensure ongoing authenticity in fabric, detailing and a contemporary fit.

Advertiser/Client Name: Levi's Strauss (M) Sdn. Bhd.
Media Channels: Other
Website: http://www.our-work.com.my/echo09/501

STRATEGY

Marketplace Challenge:

In Malaysia, Levi's 501 jeans is a premium-priced brand. Purchasing a pair of Levi's can easily set the target audience back by about a month's rental on accommodation. And for about the same price, the target has an increasing number of choices among designer brands such as Guess, MNG, GAP, etc. Levi's, the original jeans, was being seen as old and unfashionable in comparison, and was fast losing appeal amongst them.