Levi's promotes the vote in new campaign
Posted in: Uncategorized
Levi’s is going all in to get voters out — casting their ballots on Election Day. Ahead of National Voter Registration Day on Sept. 25, the 165-year-old denim brand is debuting a new TV spot encouraging voting. It will also host voter registration booths in select stores and sell a limited edition “Vote” T-shirt.
The Levi’s push is a concerted effort from a brand that hasn’t shied away from controversial issues. Earlier this month, Chief Executive Chip Bergh penned a letter in Fortune magazine pledging the brand’s support in ending gun violence. “As a company, we have never been afraid to take an unpopular stand to support a greater good,” Bergh wrote.
Taking a stance on voting could help the San Francisco-based apparel brand connect with younger consumers, experts say. Larry Chiagouris, professor of marketing at Pace University’s Lubin School of Business, notes that voting registration campaigns can help a brand appeal to a certain group of consumers without “antagonizing other segments.” He notes that it’s an issue that appeals to all.
Post a Comment