Levis to run first global campaign

Levis: 'go forth' global campaign
Levis: 'go forth' global campaign

Levi Strauss is to run the first global marketing campaign in its 138-year history, which will introduce the 'Go Forth' stapline to the UK.

The new campaign starts on 9 August and reflects a revolution in marketing at the jeans giant, which has centralised its activity into Wieden+Kennedy and OMD.

The global activity is being overseen by the brand's new chief marketing officer Rebecca van Dyke, who joined the jeans giant from Apple in March this year.

The global approach contrasts with previous UK-specific strategy in 2010 which used contemporary craft workers to front activity as a modern take on the brand's origins as working clothes.

The campaign is launching simultaneously across 19 countries through a 'Facebook Roadblock' which aims to put the new campaign in front of 400 million consumers.

Robert Hanson, global president of the Levi's brand, said: "Youthful optimism and energy are at the core of our DNA and this overarching theme resonates with people around the world.

"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 'Go Forth' concept was first introduced in the US in 2009.

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