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

Levi's

Nippon Sodachi

Introduction

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