Agency: Bartle Bogle Hegarty | Authors: 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...