Levi's Brand to Unveil Global Campaign Promoting Optimism and Sustainability

Popular denim retailer Levi's it set to launch its first global marketing campaign to promote the "youthful optimism and energy" of the brand plus encourage 'Green' action.

Called "Go Forth", the global platform will roll out its first phase in August - this will include a digital engagement programme to encourage consumers to get involved in global sustainability schemes. It will also involve TV, cinema, print, digital and outdoor marketing in 24 countries, spanning America, Europe and the Asia-Pacific.

In addition, the creative principles of Go Forth are expected to inspire and influence Levi's future product development.

Global President of the Levi's, Robert Handsen, commented: "Youthful optimism and energy are at the core of our DNA and this overarching theme resonates with people around the world. Go Forth is more than a marketing idea. It is also a rally cry; because now, more than ever, the world needs people with a pioneering spirit who still believe that anything is possible. For youth today, optimism is power."

The brand has increasingly been making efforts to reduce the environmental impact of their products by using new manufacturing techniques.

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