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
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
Ideas being discussed include running competitions in magazines or on
radio to find out what people would part with rather than losing their
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
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.