Levi Strauss Northern Europe: Advertising in the UK, 1977-1980

Campaign for Levi-Strauss in UK and Scandinavia, 1977-80. Objective: stimulate purchase of Levi's Jeanswear, and develop this as a `flagship' brand to help promote a wider range of diversified clothing.
Agency: McCann EricksonAuthor: Iain Wodehouse-Easton

Levi Strauss northern Europe: Advertising in the UK 1977–1980

THE ADVERTISER

Levi Strauss Northern Europe is the marketing division for the brand's main products in the UK and Scandinavia.

In the context of this submission, the case for measurement of an effective campaign is centred on the major market of the UK, and covers the period since McCann-Erickson's appointment with effect from the 1977 advertising campaign.

THE PRODUCT

At the time of our appointment in 1977,the dominant product was the blue denim jean. Certainly the perception of the brand was based...

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