SAN FRANCISCO: Levi's launched “Go Forth,” a global branding campaign which focuses on a theme of the American pioneer, in an effort to reach its target of 18 to 33-year-old men through social media-based PR and traditional advertising. The campaign promotes the overall Levi's brand and features the company's staple 501 jean line, explained Doug Sweeny, VP of brand marketing at Levi's.
“The idea was to recapture the iconic stature of the brand,” he said. “It's about driving relevance with the ...