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Levi's Red Tab: Using our past to create our future
Introduction
This is the story of how a new set of data undermined an incumbent strategic platform. It's the story of how we discovered flaws in the 'trickle down' principle, whereby all products in a range should share the success and associations of the advertised icon product. And it's the story of how we set about addressing those flaws.
Victims of our own success
We first came to tackle the issue of Levi's Red Tab advertising in 1993. Red Tab is Levi's premium range of...