Larkspur buttons up Lee jeans campaign

Jeans brand Lee Cooper has picked Larkspur Communications to raise its profile - an account worth over pounds 100,000 to the agency.

Jeans brand Lee Cooper has picked Larkspur Communications to raise

its profile - an account worth over pounds 100,000 to the agency.



Much of the public relations drive will centre on the advertising

campaign starting in September, said Larkspur director Matt

Fearnley.



The agency will use the two models in the ads - Galen and Laiz - to

leverage coverage in magazines from J17 to Loaded.



’We believe that Galen could be the next Nick Kamen’, said Lee Cooper

marketing manager Andrew Robinson.



’The central theme of the advertising is that Lee Cooper jeans are ’hard

to be parted from’ and we will be carrying this through to the PR,’ said

Fearnley. ’Jeans are the one piece of clothing that people get genuinely

attached to and emotional about,’ he continued. ’We can capitalise on

this.’



Ideas being discussed include running competitions in magazines or on

radio to find out what people would part with rather than losing their

jeans.



Lee Cooper was the most popular brand of jeans in the 1970s although it

has now dropped to be number three behind market leaders Levi’s and

Wrangler.



Competition is also now far fiercer than in the 1970s, with more own

label jeans and designer labels like Calvin Klein on the market.

Robinson is keen to push the message that ’you don’t have to pay more

than pounds 40 for a pair of jeans’.



Soho-based agency Larkspur also handles PR for mobile phone brand One

2One and Virgin Net. In April it was handed an account from the

Institute of Cancer Research.



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