LONDON (Brand Republic) - Levi Strauss & Co is extending its latest campaign for its twisted-seams jeans into Europe, with new TV and print ads launching on February 22.
The TV ads, through Bartle Bogle Hegarty, employ special effects to show the bodies of dancers twisting 360 degrees at a parking lot party.
The latest campaign is an effort to halt declining sales for the once market-dominating company.
Levi鈥檚, which transformed the denim sector with the 1984 launch of an ad for its 501 brand, has seen sales steadily fall after enjoying 12 years of success which peaked with global sales of $7.1bn (£4.87bn) in 1996.
However, sales have dropped since then, with sales of $4.6bn (£3.15bn) reported last year and an admission by the company that it is aiming to slow decline rather than boost sales.
Now the company is seeking to claw back some of the success it enjoyed in the past by heavily targeting the youth market. Robert Hanson, president of the Levi鈥檚 brand in Europe, said it was a failure to address the needs of this audience that had led to the company鈥檚 downturn in sales.