Subject:Marketing Communications case study:Levis-let's go

Essay by cy88888University, Ph.D.B, May 2004

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The Launch Campaign for "Levi's Let's Go" Jeans

Levi's is planning to launch a new line of denim jeans in Australia that requires very little care or maintenance. Brand named Levi's "Let's Go", this line of denim jeans is specially treated to be stain-free, odour-free, germ-free, moisture-free, wrinkle-free, shrink-free and fade-free.

The jeans do not absorb any type of stain (homemade or industrial), and hence they remain odour-free and germ-free. They have a strong water-repellant to keep them moisture-free but they will get wet in a heavy storm. They are wrinkle-free because of the unique denim fabric that is used to make them. They are also treated to prevent fading from the sun. If some consumers feel the need to wash the jeans, they must give them to the dry-cleaners. Dry-cleaning will not affect any of the features of these jeans.

Besides the low-maintenance feature, this line of jeans is the most comfortable in the market because of the unique weave and treatment of the fabric.


Levi's, the most recognised brand of jeans in the world, are about to launch an exciting new product - Levi's Let's Go jeans, offering consumers 100% freedom!

Freedom to go anywhere, do anything, wearing comfortable jeans that look clean and stay fresh all the time.

The unique weave in Levi's incredible new product ensures that Let's Go jeans remain free of stains, moisture, wrinkles, odours and germs - plus they'll never shrink or fade! The most comfortable jeans on the market that never need to be washed, coupled with Levi's powerful branding will provide the consumer with 100% freedom.

Supported by an intensive launch campaign, targeting specific market segments, Levi's Let's Go jeans will change the way consumers think about wearing their 'denims' and create a demand for this revolutionary...