Levi’s is one of those brand that I am just not sure how to feel about anymore. On the one hand they recently launched their commercial called “Onion Peel” that is a very artsy, monochromatic spot that celebrates the “average woman” who is comfortable with herself and her Levi’s jeans. This expresses a sophisticated and more upscale brand that is in touch with their customers. They then followed this up with a sophomoric humor level, EVB-produced viral campaign that urges men to “Unbutton your beast”. Unbutton your beast site let’s you choose from one of nine different beasts who can say a pre-recorded message or you can create your own.
So the struggle I have is trying to evaluate this strategy on if it is really smart or really dumb. The smart side can be argued by them creating two different campaigns that are tailored to their different targets to get the most attention from each. The argument for the dumb side is more personal for me because as a man when I look at the two campaigns it bothers me that they think women are motivated by a sophisticated and empowering campaign and men are motivated by their crotch. This is one of those issues that I would love to hear from you on and how you successful or flawed this approach is for their brand.