The problem with global marketing campaigns

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Levi Strauss & Co. recently launched a campaign called Go Forth to bring its rebel image into the 21st century; bringing the edginess of Diesel to the first brand. Levi’s are the underdog and need to step up to the plate

Whilst the creative is beautiful, it was too close to reality for the UK, so the TV ad buy got pulled. Instead the video could be accessed from YouTube and the campaign micro-site. Unfortunately, in the age of the web, the geographic boundaries of campaigns are very porous.

Usually this happens the other way around where a local campaign tactic blows up on the international stage, like the old Israeli Nissan Tilda advertisement which caused embarrassment and a threatened product boycott in Nissan’s largest market for the Nissan Skyline GT-R.