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...