Levi's brand introduced 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. Attendees of Europe's premier apparel industry event, Bread & Butter, will get a sneak peek this week as 'Go Forth' comes to life on the streets of Berlin. 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.
Levi's 'Go Forth' 2011 Global Brand Marketing Campaign
The global campaign will come to life through TV, cinema, print, digital and outdoor. The new creative will span 24 countries across the Americas, Europe and Asia-Pacific regions. The campaign serves as an invitation for people around the globe to come together to create a better world – it's a catalyst for the belief that it's up to each of us to make real change happen. Featuring Levi's Fall 2011 collection, the creative platform carries the empowering statement, “Now is our time.”
“No matter where you are in the world, youthful spirit and pioneering energy are themes that resonate,” noted Rebecca Van Dyck, global CMO for the Levi's brand. “For over a century, men and women have done amazing things in their Levi's jeans. Our brand has always been a catalyst for change. We want customers to leave our stores not just wearing Levi's jeans, but feeling inspired, empowered and determined to create a better world.”
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