Video: How Levi’s Assessed a Tumultuous Political Landscape and Used Jeans to Bridge the Divide

Global Brands CMO Jennifer Sey spoke at Brandweek on how differences connect people

Editor: Breana Mallamaci

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.

Publish date: October 8, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT