Is Levi's Cool Again?

There is a brand that, as a millennial, I frankly hadn't paid much attention to over the years. Levi's. It just wasn't cool enough.

However, over the last few years, this 160 year old brand has caught my eye. Levi Strauss & Co has completely revamped their marketing strategy to truly get the attention of the younger audiences. Recently, their advertising and brand communications are focused on much bigger messages than simply selling "jeans". What Levi's has done is a brilliant job of tapping into relevant and meaningful cultural moments and consumer conversations.

Here is a couple of great examples I have seen. The first is the launch of "Circles", a great advertisement that frankly, I can't get out of my head. That music...! This spot from Levi's is celebrating our differences, filled with dancers from various cultures, race and colour from across the world. On their own website, Levi's blogs, “We are all connected. We are more alike than different. And our differences only make us stronger.” It starts with “Makeba” by French artist Jain (which is incredibly powerful and catchy), and ends with the words “men, women, young, old, gay, straight,” rapidly appearing on the screen, followed by, “Let’s live how we dance.”

This is possibly the best execution yet by this brand, and it feels timely in the wake of recent events. But it is done beautifully, to encourage unity and rather than create a turmoil.

The second one I would like to mention is a spot that came ahead of National Voter Registration Day in the U.S. It supports a simple message that rings true: “It’s your voice. It’s your vote. Use it.” While it may seem like Levi's is just another brand encouraging voters to go out and vote in the midterm elections, but if you watch the spot carefully, it is again done in a powerful tone. Set to “Think” by Aretha Franklin, Levi's "Use You Vote" runs through a montage of people from diverse backgrounds and experiences exercising their right to vote. The one thing they have in common? Denim. And of course, the power to Vote.

Overall, what a great job by this brand. Everyone is going after Millennials today, but only a few brands are doing it in a bold and authentic way! Nike is another one that comes to mind...but that's for another time.

Note: I do not work for Levi's, nor did they pay me to publish this! I am just an enthusiastic marketer and a passionate consumer who loves when brands make an effort to establish a genuine connection with their target.