Levi's - Nippon Socdachi

Launch (2000) of Levi's Engineered Jeans brand in Japan. Illustrates how Levi's used a local advertising approach to revitalise their business, which had been declining and threatened by a local denim brand, Edwin.
Agency: Bartle Bogle HegartyAuthors: Sudeep Gohil and Tomoko Toyota

Levi's

Nippon Sodachi

Introduction

These days there are people who riot about global brands and their supposed cookiecutter approach to international marketing. Those rioters might be pleased to read this story as it is about how a global brand Levi's adopted a successful local approach to advertising, embracing all the local colour and difference of a unique market Japan. It resulted in the successful launch of a new product and the revitalisation of the total business.[1]

That local advertising approach was inspired by local...

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