The Levi’s® brand introduces the first global creative platform and global marketing campaign in the brand’s 138-year history. ‘Go Forth,’ a rally cry to create positive change in the world today, taps into modern consumer sentiment that these are not easy times, but they are our times – ‘Now is our time.’
Throughout the Levi’s® brand’s history— from the youth cultural rebellion of the 50s and 60s, to the information technology revolution of the new millennium — Levi’s® jeans have been the uniform of progress. ‘Go Forth’ pays homage to the brand’s heritage and celebrates today’s pioneers who are taking action to build a new and better future. The new global platform builds upon the brand’s successful 2009 and 2010 U.S. marketing campaigns and was informed by research from around the world that shows that the youth of today believe it is up to them to make the world a better place.
“Youthful optimism and energy are at the core of our DNA and this overarching theme resonates with people around the world,” said Robert Hanson, global president of the Levi’s® brand. “‘Go Forth’ is more than a marketing idea. It is also a rally cry; because now, more than ever, the world needs people with a pioneering spirit who still believe that anything is possible. For youth today, optimism is power.”
The introduction of a global creative platform is the culmination of several years of rejuvenation for the Levi’s® brand. In recent years, the brand has introduced revolutionary innovations in its men’s and women’s product lines and renewed the Levi’s® retail store experience in an effort to engage a new generation of Levi’s® customers.
The first manifestation of the new ‘Go Forth’ creative platform is the global integrated marketing campaign launching in early August. Later this year, consumers around the globe can get directly involved in pioneering positive change through a Levi’s® ‘Go Forth’ digital engagement program supporting global sustainability efforts. The ‘Go Forth’ tenets will also inspire the development of Levi’s® global product lines for 2012 and beyond.
Check it out on Facebook and be sure to make your pledge!
While you’re there support South African Pioneer, Humanitarian Angela Larkan who was chosen as one of five global pioneers. Her aim is to give hope to children orphaned by aids. Support her by Tweeting your support by clicking the red button on the page. You’ve got 13 days to do it so go, go, go!
Levi’s® Collection
The ‘Go Forth’ feeling of optimism and youthful energy extends through the latest Levi’s® collection, available in stores in early Spring. Celebrating exceptional craftsmanship, attention to detail and innovation in fits, finishes and fabrics, the collection is the embodiment of American style and includes looks that range from rugged to refined to rebellious.
Key fits for men include a range of silhouettes from slim and skinny to straight and tapered. The collection looks at finishing through a sustainable filter and explores innovations that build on the Water<Less™ finish concept introduced by the Levi’s® brand in January 2011. Additional production techniques used to improve shape and create refined looks include dry stonewashing, hand sanding and combining resins and waxes.
The women’s line will expand on the revolutionary Levi’s® Curve ID fit system which was introduced in Fall 2010. The system recognises there are different ways to be any size, and is offered in Slight, Demi, Bold and Supreme Curve fits. The collection will feature a wide variety of innovative finishes ranging from rich dark shades of indigo and black to authentically crafted and worn looks. Finishes will be offered in a variety of leg openings.
Remember to enter our competition this week where you stand the chance of winning one of three Levi’s vouchers valued at R700 each!
