3. Stylish.
Durable.
Fresh.
Reliable.
Independant.
Classic.
Levi’s aren’t just jeans,
it’s the glue that holds things together.

4. CATEGORY TRUTH:
LEVI’S has been there since the birth of blue jeans in 1873.
They were originally crafted for hard, challening work.
Since then, the iconic brand has become the world’s most
celebrated jean. Competitors include Wrangler’s and Lee,
and higher-end brands like Diesel and Lucky Brand.
LEVI’S are more than just jeans; LEVI’S are
everyday life and there can only ever be one
original. One that defines what it means to be
something and sets the standard for all those
who come after it. The first and the best,
because the qualities that made them
famous still hold true today. People wore
LEVI’S 130 years ago, and people will wear
them 130 years from now.

5. WHO
ARE
WE
TALKING
TO?
Jeans never go out of
style, and neither do the
people who wear them.
Whether you’re a fashion
maverick or an average
joe, jeans will always be a
part of your style. The peo-
ple who buy LEVI’S are con-
fident with what they wear and
how they feel. It doesn’t matter
who you are, how old you are, or
what you do, there are a pair of
LEVI’S that you will fit your style.
CONSUMER TRUTH:

6. LEVI’S offers superior
quality and confidence.
Admiration for innovative
styles, gadgets, and trends
is in our nature. Shopping
for Jeans is simple thanks
to LEVI’S one of a kind
fitting system. Include
the signature comfort
and quality, and you
have; LEVI’S, the true
pioneers of innovative
spirit and imagina-
tion, right down to
every stitch.
WHAT DO THEY NEED?
CULTURAL TRUTH

7. TIMELESS ORIGINAL
BRAND IDEA