INTERNATIONAL: Levi’s picks B-M to tackle piracy

MEXICO CITY: Clothing giant Levi Strauss has enlisted Burson-Marsteller to help it fight piracy in Mexico through a consumer campaign.

MEXICO CITY: Clothing giant Levi Strauss has enlisted

Burson-Marsteller to help it fight piracy in Mexico through a consumer

campaign.



Typically, the fight against piracy in Latin America revolves around

public affairs, lobbying governments to adopt and enforce harsher

penalties for the pirates and financing campaigns to discover the

perpetrators.



However, B-M has been briefed to rejuvenate brand prestige by targeting

the youth market. This will last through the year and include events

such as jeans decorating contests at secondary schools and a touring

exhibition of student art incorporating Levi’s jeans.



The agency will build an anti-piracy alliance with companies including

Microsoft, Disney and Reebok, and will educate the public about the

impact of piracy.



Levi Strauss captures 19 per cent of the Mexican jeans market and

estimates that more than 600,000 imitations are sold in Mexico every

year.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.