English Media study WorkLevis Jeans

When Levi¡¯s were first brought out, their target audience was youths, teenagers. Unfortunately as time went on, the teens that had originally bought them grew older and had kids which turned Levi¡¯s into ¡®My Dad¡¯s Jeans¡¯. With losing it¡¯s youth market and with it¡¯s sales falling Levi¡¯s needed a new strategy. They brought in BBH to create a new advertising campaign. The idea was that they could recreate their original reputation in the 1950¡¯s for the new generation. In the 1950¡¯s the Levi¡¯s brand was known for it¡¯s original design, it¡¯s strong hardwearing fabric and it¡¯s American-ness. Their jeans were classic and stylish and above all, Levi¡¯s. They represented rebellion, individuality and youth. To keep this idea their target audience was teenagers (15-20). Before the 50¡¯s teenagers were either seen as children with no spending power or as Adults. After the war the hard times ended and people seemed to have a lot more money. Children now h...