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