Levi Strauss & Co.: It's Wide Open campaign

Clothing manufacturer Levi Strauss & Company entered the wide-leg jeans market in the summer of 1996.

Levi Strauss & Co.: It's Wide Open campaign

Mariko Fujinaka

OVERVIEW

Clothing manufacturer Levi Strauss & Company entered the wide-leg jeans market in the summer of 1996. To celebrate the launch of its Wide Leg line, the company initiated a campaign aimed at a target market of boys age 9 to 14. The "Make Room" campaign featured television spots with male youths, looking rebellious and tough, tromping through urban settings.

In November 1996 Levi's followed up the "Make Room" campaign with the $40 million "It's Wide Open" campaign. The latter was designed to expand the target market from young boys...

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