Levi's looks to win millennials with optimism

06/30/2009 | NYTimes.com

A new multiplatform campaign from Wieden & Kennedy for Levi Strauss aims to tap into the general feeling of optimism among today's teens and twenty-somethings. The campaign launches July 1 and features efforts in print, TV, online, movie theaters, outdoor, social networking and special events. Levi Strauss vice president for Levi's brand marketing Doug Sweeny said the campaign was the result of thinking about, "how do we connect this 150-year-old brand with what is happening in the youth culture today."

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