Griffin Marcucci

Jake Peters

Nikki Sulvetta

The CampaignThe Campaign “Wear the Pants”

Targeting 25- to 49-year-oldsOn a mission to make khakis cool againCasual pants sales down 20%

The multichannel effort—which includes TV, print, search, social media, mobile, viral video, e-commerce and PR—is led by creative that attempts to reconnect male consumers with masculinity

Positioning Dockers as “the Positioning Dockers as “the Pants”Pants” Want pants to be seen as masculine Want to change what men see as being masculine

Free PantsFree Pants The TV commercial “Men without Pants” will debut

during the game

Calls men to use their mobile devices to “Shazam” the ad

The Shazam app identifies the song in the ad and links listeners to a branded Dockers site, where they can shop for pants, download the song or enter the promotional co to win a free pair

Why the Super Bowl? Why the Super Bowl?

“The brand's message is around

wearing the pants and masculinity,

and the Super Bowl is obviously the

biggest sports day of the year, so

we thought it be the perfect place to

launch our promotion” — Jen Sey,

VP of global marketing at Dockers

What do you think?What do you think? How successful will this campaign be?

Will it engage consumers and boost sales?

Has Levi’s effectively segmented its target market for this ad?

Will this impact consumers’ pre-existing brand perceptions about Dockers?

SourcesSources

http://www.dmnews.com/levis-extends-wear-the-pants-campaign-to-interactive-super-bowl-effort/article/162162/

http://www.dmnews.com/levis-aims-to-return-masculinity-to-khakis-in-dockers-effort/article/159095/