Without festival season, the denim brand is adapting its marketing for a generation stuck at home.
Author:Dhani MauPublish date:Apr 27, 2020Like many brands — particularly those courting younger shoppers — Levi's usually devotes a not-insignificant amount of resources this time of year towards activating at music festivals like Coachella, where it dresses tons of musicians, celebrities and influencers in addition to hosting events. And now that those festivals can't happen, it's adapting its marketing for a generation stuck at home.
"Initially, the campaign was conceived with the idea of festival in mind; what we wanted to do was feature young people that embodied the spirit of Gen-Z today," explained Levi's CMO Jen Sey over the phone Monday morning, the day of the campaign's launch. "Clearly there are no festivals right now, but as we looked at the content we felt it was incredibly relevant even though we won't be going off to the desert this year.
At ages 21 and 23, respectively, Smith and Bieber represent a demographic Levi's is trying to court, in addition to the spirit of youthful optimism and authenticity the brand wants to convey.
United States Latest News, United States Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
RuPaul's DragCon Pivots to Digital YouTube Event Following Coronavirus CancellationAquaria, Alaska, Mariah Balenciaga, Mayhem Miller, Miz Cracker, The Vivienne and other stars from the Emmy-winning 'DragRace' are expected to attend the first-ever digital event this weekend.
Read more »
For Peace Corps Evacuees, There Wasn't Even Time for Goodbye7,000 volunteers were evacuated from 60 countries amid the COVID-19 pandemic
Read more »
Calls to Poison Control Centers Around the Country Increase After Trump RemarksIncidents relating to cleaning products had already been on the rise amid the coronavirus pandemic.
Read more »
Your Video Therapist Will See You NowSessions have gone virtual during the pandemic, and many have struggled to find a private space to talk
Read more »
Alex Rodriguez Gushes Over Quality Time With Jennifer LopezThe pair are focusing on the positive amid the coronavirus pandemic.
Read more »
Ex-GOP Lawmaker Rips 'Dangerous' Donald Trump: Less We Hear From Him, Safer We AreFormer Republican Rep. David Jolly tore into the president for peddling falsehoods amid the coronavirus pandemic.
Read more »