Summary
- Campaign: “Reiimagine” (part of a larger campaign)
- Product: Levi’s Jeans
- Celebrity Endorsement: Beyoncé
- Key Element: Reimagining the iconic 1985 “Launderette” ad with a modern twist
- Goal: Celebrate Levi’s heritage and Beyoncé’s influence on culture, positioning Levi’s as a brand for self-expression and individuality
Levi’s: Still the Denim of Choice, Reimagined by Beyoncé
Levi’s launched a new campaign featuring global icon Beyoncé, reimagining one of their most iconic advertisements, “Launderette,” from 1985. The campaign aims to celebrate Levi’s heritage as a brand that has been worn by cultural icons and changemakers.
In the reimagined “Launderette” ad, Beyoncé takes center stage, embodying the confidence and individuality associated with the Levi’s brand. The ad pays homage to the original while infusing it with Beyoncé’s signature style and charisma. The campaign also features a soundtrack by Beyoncé ‘Levii’s Jeans’ from her album ‘Cowboy Carter’ further strengthening the connection between the singer and the brand.
“We are honored that we are partnering with a global icon like Beyoncé, … somebody who stands for empowering women and somebody whose values align with ours… And so, our view is … this is a win-win for both Beyoncé as well as us.”
Levi Strauss & Co. CFO Harmit Singh
Levi’s collaboration with Beyoncé marks a significant moment for both parties. Beyoncé’s influence and global reach align perfectly with Levi’s brand values. By reimagining a classic ad and partnering with a cultural icon, Levi’s aims to stay relevant and connect with a new generation of consumers.
