The hope was that Go Forth would resonate with those Millennial the same way their campaigns like 501 Blues successfully appealed to their parents two decades earlier. The campaign was supposed to boost the image of the Levi’s brand as much as sell 501 button-fly jeans. The campaign included television commercials that also ran online and in theatres print advertisements outdoor and transit signs and posters social media sites, and a contest on the brand’s own website. A decade later, I am not sure if this generation heard that call, they are still hard to figure for a Boomer like me. Levi Strauss & Company came out with this campaign for its flagship Levi’s brand, hoping to appeal to those younger consumers with an ambitious call to: ” Go Forth”. Millennials, that demographic of people born between 1981 to 1996, were tens of millions of Americans in their teens and 20s at the time of this ad campaign, and they were a market as hard for advertisers to figure out as it was alluring and lucrative. I wasn’t certain how I felt about this, but then I thought bare chested gay poetry “… full of manly pride and friendship” might be interesting after all. Yes, that’s his own rich voice reading his poem America. I remember a decade and half ago being so surprised that Walt Whitman had become a jeans spokesperson.
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