Levi’s has launched an exciting new campaign titled “Reiimagine,” featuring the renowned artist Beyoncé. This initiative aims to reinterpret several of Levi’s iconic advertisements, starting with a gender-flipped version of the classic 1985 ad, “Launderette.”
Campaign Highlights
The first chapter of the “Reiimagine” campaign showcases Beyoncé in the lead role, directed by filmmaker Melina Matsoukas. The campaign spans multiple platforms, including television, digital media, social networks, print, brand activations, and exclusive product releases. This collaboration follows Beyoncé’s release of the song “Levii’s Jeans” on her country-inspired album, “Cowboy Carter,” earlier this year.
Cultural Significance
Kenny Mitchell, Levi’s global chief marketing officer, emphasized the campaign’s connection to pop culture. “Levi’s has always been the unofficial uniform for those striving for progress,” he stated. The partnership with Beyoncé aims to enhance the brand’s identity and support the growth of its women’s segment, positioning Levi’s as the “definitive denim lifestyle brand.”
Beyoncé expressed her excitement about the campaign, stating, “Denim on denim has often been viewed through a male lens, so this reimagining, which celebrates the iconic female perspective, is important to me.” In the new spot, Beyoncé recreates scenes from the original “Launderette” ad, confidently stripping off her jeans as onlookers watch, mirroring the actions of a male model from the original ad.
Integrated Marketing Approach
The campaign will roll out across various channels, starting with striking digital projections in key cities like San Francisco, Houston, Chicago, New York City, Atlanta, Paris, London, and Berlin. Additional outdoor advertising elements will launch globally, ensuring widespread visibility.
Earlier this year, Levi’s also introduced a campaign called “The Floor Is Yours,” reinforcing its identity as the “unofficial uniform” for progress. This initiative was the first collaboration with the creative agency TBWA\Chiat\Day, which also developed the “Reiimagine” campaign.
Financial Growth
Levi Strauss & Co. reported an 8% year-over-year increase in net revenues for Q2, with a significant 17% rise in the Americas. President and CEO Michelle Gass credited this growth to Levi’s strong cultural presence and innovative marketing efforts.
Levi’s is not alone in its pursuit of denim market expansion. Competitor Wrangler recently launched its first global advertising campaign, focusing on its Western heritage, signaling a broader trend in country-western marketing within the denim industry.
