Levi's Designs Expensive Effort To Launch Type 1


Levi’s Designs Expensive Effort To Launch Type 1

NEW YORK — Levi’s Jeans today said it will design the world’s most valuable pair of jeans to help support the launch of Levi’s Type 1 Jeans. The jeans will be adorned with gold, diamonds and rubies and will be awarded to a consumer as part of a total prize package worth $150,000.

The retail launch of Levi’s Type 1 Jeans this spring will be initiated in January with the Levi’s Type 1 Jeans Gold Rush campaign, which includes an interactive consumer promotion on Levi.com and a multi-media push, via Bartle Bogle Hegarty (BBH), London, that begins with a 60-second spot, “Stampede,” on Sunday, Jan. 26 during the second quarter of Super Bowl XXXVII. Print and outdoor components also support. Spend was not released.

From Jan. 2-Jan. 28, consumers can log on to Levi.com, where one question will be posted weekly. Answering the questions correctly will enable consumers to gain access to clues about where the jeans are “buried.” A series of games posted on the site also can be played to reveal clues. A total of four questions and four games will be posted throughout the program with weekly prizes awarded to select participating players. Postings will occur on Jan. 2, 6, 13 and 20. The final clue will be revealed during the Levi’s Type 1 Jeans’ Super Bowl commercial.

“Stampede celebrates the strong, bold nature of Levi’s Type 1 Jeans and the people who wear them,” Robert Hanson, president, Levi’s brand, said in a statement. “The spot incorporates symbolic ‘old west’ elements to represent Levi’s rich heritage and juxtaposes them against a modern setting to represent the brand’s leadership in denim innovation.”

— Barry Janoff