Levi's CMO: Jeans campaign focuses on inclusion, brand building

07/6/2014 | Adweek

A Levi's campaign for its 501 line from FCB and The House Worldwide is meant to be "more inclusive and more product-focused" as the brand aims for an uplifting image with mass appeal, says Global Chief Marketing Officer Jennifer Sey. "People choose our brand because they love it. This marketing is designed to decommoditize us, putting greater distance between us and our competitors, based on something besides price," Sey says.

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