Inside Levi's race to restore a tarnished brand

Article Abstract:

Levi's Straus and Co. lauched a campaign to improve its image among younger consumers. Levi's ended its $90 million account with Foote, Cone & Belding and gave it to TBWA Chait/Day which lauched an ad campaign proclaiming: "Our models can beat up your models." The company revamped its Internet site to include profiles of new music bands, and it became a sponsor of Lilith Fair which is a very popular tour among female teens. Levi's bought a spread in Vogue magazine featuring divas from Lilith. "This company was built in a lot of ways on the tremendous success of the jeans-wearing baby boomers, but what ultimately happened is that younger consumers said, 'You are the tight jean; you are the jean my father wears,'" said Mark Hogan, U.S. director of consumer marketing for the Levi's brand.

Comment:

Levi's launches publicity campaign

Slogan, Levi Strauss & Co., TBWA Chiat/Day Inc., Article, Foote, Cone & Belding

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Columbia Sportswear expands into Europe with mother's help; outfitter hopes quirky ads starring chairwoman Boyle help tap promising region

Article Abstract:

CEO Timothy P. Boyle and his mother, chairwoman Gertrude Boyle, have starred in ads on MTV, ESPN and in magazines promoting their company Columbia Sportswear with success. In March 1998 the company went public. Now they plan to expand in the European market because Europe has the weather that supports its active-outerwear brands. The company also plans to expand those brands with more sportswear and footwear so they will be less season-driven. Timothy Boyle also plans to do more of the same kind of advertising in Europe with his 74-year-old mother.

Europe, Company Planning/Goals, Television, APPAREL AND OTHER TEXTILE PRODUCTS, Geographic, Campaign Themes, Sportswear, Clothing industry, Sport clothes industry, Sport clothes, Columbia Sportswear Co.

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New York Times to refuse tobacco ads

Article Abstract:

The New York Times Co. announced that it will not run any tobacco-product-related ads in its flagship paper effective May 1st, stating that the products can be considered harmful to the health of its readers, even in moderation. The Times is the first national newspaper to make this decision. In 1998 the tobacco industry spent $11.3 million advertising in newspapers while spending $324.5 million in magazines.

Comment:

Daily newspaper will not run any more tobacco product ads

Newspapers, Newspaper Publishers, Media Planning/Goals, Positioning, Social Cause Advocacy, Daily & Sunday Newspapers, Newspaper publishing, New York Times Co., Tobacco, NYT, Daily newspapers

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