Laura Reginelli, Katherine Rodriguez & Emily Ralph
Creative Brief Project
ADV206
Brief
Target:
 Demographics: Our target is males ages 18 to 24. They are individuals in both
college and just entering into the job market with limited income. Furthermore, it
will be directed towards the North East and South regions. These men tend to be
light-consumers.

Psychographics: These males often feel that Levi’s is an older, well-established
brand that is typically associated with their parent’s generation. They tend to look
for more trendy and popular brand named clothing items. Furthermore, these
individuals value choices and Levi’s offers an abundance of options.
Challenge: This advertisement would aim to change their perception to influence their
buyer behavior.
Objective: The advertisement hopes to increase the percent of 18 to 24 year olds wearing
Levi’s to 20% from 13.4% within a year timeframe.
Proposition: Capturing Campuses Since 1873.
Reason to believe: The advertisement would show a younger individual from this age
demographic in different relatable setting across college campuses.
Mandatories: An absolute must-have for this advertisement would include a product
shot of the back of the jean which would display the signature back-pocket stitching as
well as the red Levi’s tab on the back.
Tone of voice: The tone of voice for this campaign would be outgoing and laid-back.
Rationale
Target:
 Demographics: We chose the 18-24 age range because fewer people in this age
group than almost any other age group. If we encourage men to purchase Levi’s
young, they will develop brand loyalty for a lifetime. The reason for choosing
solely men is the fact that the women’s jean market tends to be highly competitive
and there is a high barrier to entry in this market. This groups’ income level is
relatively low since they are younger in age and have fairly limited spending
money for elastic goods such as designer jeans. Lastly, for geography we decided
to focus on the North East and South because according to MRI+ they are less
likely to Levi’s and thus have the most potential for growth.
 Psychographics: Levi’s brand has aged into a brand, which the 35-54 year old
group has continued to wear. With that being said, Levi’s needs to continue to
grow their market by appealing to younger age groups. Individuals from our
target population highly value individuality and Levi’s offers them with a
multitude of styles, fits, washes and prices.
Challenge: Since Levi’s is typically associated with an older demographic, we aspire to
change their perception of the brand name as old fashioned and in turn increase their
likelihood to purchase Levi’s for themselves.
Objective: By changing their perception we hope to change their buyer behavior. We
decided on a year timeframe because it is going to take time to create this awareness and
change individual’s perceptions of the brand as a whole. Also, the 20% is only a 6.6%
increase in percentage is a relatively attainable goal to reach within a whole year.
Proposition: Typically, males in the 18-24 age range seem to associate Levi’s with their
parent’s generation and do not look at the brand as a young one. However, by connecting
the Levi’s brand with college students and their lives, the brand will be able to capture a
larger market.
Reason to believe: Our reasoning for creating these image settings is because they are
the typical settings that the average 18-24 year olds would be in. This makes the ad seem
more relatable and appealing to them and their everyday lifestyles. Furthermore, this can
help show the different sides and styles of Levi’s that can be worn in different situations
based on different people’s personalities and purchasing power.
Mandatories: The inclusion of our proposition would be included on all the
advertisements to create congruity amongst all aspects of the campaign. This would help
keep the campaign consistent. Moreover, by including a shot of the back pocket of the
jean, people will be more likely to associate Levi’s with this tag line. Also, the college
campus setting is mandatory because it connects the target of the ad with Levi’s since it
creates a commonality between the two.
Tone of voice: The tone of voice is both outgoing and laid back because it mimics our
target audience’s personalities despite what subcultures they associate themselves with.