The day after the 2016 election, Levi’s Global Brands CMO Jennifer Sey knew the iconic American brand’s marketing needed to reflect the current mood of a divided country. Sey shelved an advertising campaign for skinny jeans and got to work creating a new campaign meant to bridge that divide.
And it worked.
“We were up 9 percent last year, which for a brand as big and old as Levi’s is pretty huge,” said Sey.
Watch her full Brandweek presentation above.