Levi's - Nippon Socdachi

Launch (2000) of Levi's Engineered Jeans brand in Japan. Illustrates how Levi's used a local advertising approach to revitalise their business, which had been declining and threatened by a local denim brand, Edwin.
Agency: Bartle Bogle HegartyAuthors: Sudeep Gohil and Tomoko Toyota


Nippon Sodachi


These days there are people who riot about global brands and their supposed cookiecutter approach to international marketing. Those rioters might be pleased...