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Levis Strauss & Co. is taking a bold approach toreinvigorate its Dockers brand, specifically men's khaki pants,which has been in a slow decline for the last 10 to 15 years.
Sales for Dockers men's apparel plummeted from $26.7 million in2004 to a mere $2.7 million for the first three quarters of 2009,according to The Nielsen Co.
In a new campaign, humor is the mainstay, poking light-heartedfun at the idea of masculinity and what it means to be a man today.The story lines play out across print, billboard, radio, socialmedia, events and digital ads that rolled out this month. A TV spotwill debut during Super Bowl XLIV on Feb. 7-the first time Dockers hasfeatured an ad on this broadcast since 2002.
The campaign, created by DraftFCB in San Francisco, will run inmore than 40 countries where the Dockers brand is sold. The brandhas upped its marketing spend by 10% over 2008, the last time itadvertised in print and broadcast.
Jennifer Sey, vice president of global marketing for Dockers,talks about what went wrong and how her team plans to fix it.
PROMO: What caused the Dockers brand to decline sosignificantly?
SEY: There are a couple of things. The category demand hasfallen off in general over the last five years, so it's not justDockers. And we had a failure to put new and interesting...