Levi's Red Tab - Using our past to create our future

Bartle Bogle Hegarty took over Levi's Red Tab advertising in 1993. All the garments in the range carry the Red Tab trademark, the most famous of these being the 501, which had come to dominate consumers' understanding of Levi's to the point that the brand and its foremost product were virtually synonymous.
Agency:Author: Not credited

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...

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