Home >> Marketing >> Article

Levi’s puts its marketing muscle behind Denizen

24-May-2011
Font Size   16
Levi’s puts its marketing muscle behind Denizen

For Levi Strauss & Co. in India, Denizen is not just any other launch. This is the first time in Levis’ history that a brand has not been launched in the US, and better still, amongst the chosen markets of launch, is India. Denizen replaces Signature, and agencies Madison Media and JWT India have worked in creating awareness around this new brand.

Levi officials explained that even as Levi Strauss Signature was doing well, the intensity of competition was increasing with several international brands and low-priced players entering the market. At the same time, consumer trends were changing to reflect global trends. There was hence a need for a new global brand, targeting the mass jeans-wear category in the fast growing economies such as India.

“Denizen is a new global brand targeted at the new generation. Its target audience is 18-28 years, male and female. It taps into the deep jeans-wear expertise of Levi Strauss & Co. to craft perfect-fitting jeans for the new generation. Our brand personality is inspiring and inclusive,” said Sanjay Purohit, Managing Director, Levi Strauss India Pvt. Ltd.

Levi Strauss is clear that Denizen’s marketing strategy would be different from its previous brands. Arvind R P, Marketing Controller, Denizen, Levi Strauss India said, “Denizen is a new global brand for the new generation. Global insights -- be it in terms of consumer, products, retail or marketing, will be leveraged for this brand. From a consumer perspective, Denizen will be an enhanced brand offer, enhanced range of fits for both men and women and world-class retail experience, all at competitive prices.”

With Madison as their media agency and JWT as the creative partner, Denizen has launched a new TVC featuring brand Ambassador Imran Khan.

Apart from the objective of transitioning Signature consumers to Denizen in India, the move will also seek to bring in new consumers. For this, a multi-pronged communications strategy approach is being used, a key pillar is mass media television advertising, which will break soon. Another pillar is retail in-store advertising followed by investments in digital and outdoor. The brand ambassador Imran Khan will feature in all these communications.

Given the target consumer profile for this brand, mass media – television, plays a crucial part in the marketing mix. Apart from significant investments in the television medium, radio and online/ digital space will also play critical roles. There is also a very interesting initiative by this brand. To connect with the new generation of consumers who have inspired the development of the Denizen brand, the brand launched Denizen, a group of ‘ambassadors’ who represent the spirit of the Denizen brand. They will share their experiences of the new brand on various social media channels over the next 100 days – as well as their thoughts on various life themes that speak to the new generation.

Though the marketing spend is not disclosed, the company aims to spend whatever is needed in marketing to ensure that their brand value is communicated in alignment with their brand and corporate strategy.

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye