Inspiring the Organisation to Act; A Business in Denial

In response to a potentially disastrous reduction in the size of the jeans market, Levi Strauss commissioned Added Value to deliver a new 'brand vision'.

Inspiring the Organisation to Act:A Business in Denial

Flemming Thygesen, Levi Strauss Europe and Paul McGowan, Added Value

From the day Nick Kamen walked into a laundrette in 1985 through to the mid 90s, Levi Strauss & Co enjoyed unprecedented growth year after year, stimulated by the Original Jeans ad campaign, one of the best ad campaigns every tracked by Millward Brown.

Throughout this period the sole focus was on how to make 501 jeans look fresh and exciting every six months in the next ad campaign. Increasingly, the Levis brand became synonymous...

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