Case Study for Agency
03-1015005-815

Levi's
2002 marked the beginning of a major turnaround for the Levi’s brand in
America. While Levi’s was recognized as the original denim jeans brand,
it was also seen as increasingly irrelevant by youth – principally
because the brand had failed to innovate, both in terms of product and
communications. Compounding this is intense competition, at both high
and low price points, across a very broad range of retail environments.

Levi’s has always been the jeans worn by tough, strong, and pioneering
individuals, whether you were a miner from the 1870s, or James Dean in
the 1950s. This gritty, sexy, rock n’ roll and youthful spirit – Levi’s
‘DNA’ - had been lost over time, and needed to be reclaimed. It was
imperative that Levi’s once again be seen as a youth icon.

We launched our first US Levi’s advertising with the ‘Dangerously Low’
campaign, which focused on Levi’s Low-Rise jeans. This campaign
portrayed strong, aspirational young men and women ‘holding their own’
in dangerous environments.

The ‘Dangerously Low’ campaign was executed across TV, print, online,
and the crucial retail environment. The immediate result was the first
sales increase since 1996, and the stabilization of brand equity scores
- including key increases of crucial scores such as ‘sexy’.

The beginning of 2003 sees the launch of the category-leading Levi’s
Type 1 jeans, one of the most significant products in Levi’s history. A
major integrated communications campaign, building on the brand
stabilization achieved with the ‘Dangerously Low’ campaign, is driving
the launch of Type 1. The campaign first airs on the 2003 ‘Superbowl’,
followed by ongoing TV, print, retail, online and promotional
components.

Axe Deodorant BodySpray
In the beginning of 2002, Unilever's Axe came to us for help
launching in North America what is the world's number one male
toiletries. However, we faced two main challenges: ambitious growth
goals and a completely new product format ("What's a deodorant
bodyspray?").

Since Axe had already built its global success on a universal core
insight of guys wanting to get girls (and needing help in the matter),
our communication objectives were to bring this insight to life in a
way that 1) was right for the North American market and 2) began to
elevate the brand to iconic status among young men. Additionally, we
needed to educate guys about the "how's" and "what's" of deodorant
bodyspray usage.

We chose to meet these objectives by giving Axe a presence in a wide
spectrum of mediums, with outstanding creative in traditional
advertising (TV, cinema and radio), nontraditional formats (viral
interactive campaign, in-store TV advertising and national college
campus program), and promotional activities like PR events and
sampling.

The Axe launch was an undeniable success on all fronts.
Axe ended 2002 with a market share of 3.9%, which is 44% above their
target.
Axe sales revenue for the brand's first 6 months came in 27% higher
than targeted.
Axe distribution was far ahead of competitors, reaching 87% ACV and
being hailed by Wal Mart as exemplary brand launch best practice
Client's satisfaction: "The work you guys have done and what you have
accomplished, combined with your vision for the future of Axe, sends
chills down my spine!" Diggi Thomson, Axe Brand Director, 10/03/02