Prompt:

Choose a company and create a marketing plan for them.

Insight:

Consumers have lost their affinity for the American brand identity that Levi’s has promoted for years, prompting them to buy from competitors. Younger generations have lost their admiration for the term “American” as awareness has been raised about the many social justice issues that have and continue to plague our country. Wearing the quintessential “American” style is no longer as appealing.

Solution:

We want to redefine Levi’s brand of America to better align with the more diverse, more inclusive definition that young Americans are developing. To do this, we will market the classic Levi’s American blue jeans to all Americans from all walks of life, promoting the image of Levi’s jeans as a common denominator that can unite groups. Utilizing their already prevalent American heritage, Levi’s will connect with new generations and continue to appeal to long-time customers.