by Alexis von Kunes Newton
An upcoming advertising campaign for Levi Strauss & Company helps the denim brand send an effective message to consumers while also doing a good deed for a struggling Pennsylvania town.
Levi’s upcoming campaign will feature advertisements with residents and visuals of Braddock, PA, in the hopes of spurring revitalization in this fraught community. Levi’s will also donate over $1 million within two years to assist with community development. While this campaign might seem like a lucky deal for Braddock, PA, it has strong potential for Levi’s as well. The print ads, which will incorporate residents, will promote Levi’s new line of “work wear.” By using “real people” in place of models, Levi’s hopes to send a more genuine message.
Though the campaign budget was higher than usual for Levi’s, this promising campaign seems well-worth it for all involved. Do you think this community can be revitalized with Levi’s help?