Levi Strauss & Co: Curve ID - Rear View Girls

Levi's CURVE ID jeans was promoted in the US by this campaign. The primary target was women.

Levi Strauss & Co: Rear View Girls – Los Angeles

Colenso BBDO/Proximity

Entry Information

Category: Product Manufacturing and DistributionCountry where program ran: InternationalDates program started/ended: February 2011 – February 2012

Product Description:

Levi's CURVE ID jeans

Advertiser/Client Name: Levi Strauss & Co, San FranciscoMedia Channels: Social Networking

Website:http://www.ourshowroom.co.nz/rearviewgirls/

Strategy

Marketplace challenge:

Levi's weren't famous for their flattering fit on women. The brand had lost relevance with over 55% of it's audience because it was so hard to find a pair of Levi's that fitted if you had anything different to a...

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