Levi Strauss & Co. has teamed up with Beyoncé in a series of ads capitalising on the buzz generated after the global pop icon released a song on the hit album âCowboy Carterâ with the denim-makerâs name.
The campaign will recreate some of the brandâs most memorable advertisements. The first one released was âLaunderette,â where Beyoncé takes off her jeans and throws them in the wash, similar to a 1985 ad. The campaign will also include social media and exclusive products.
Earlier this year, the brand received surprise publicity from Beyoncé’s newest album where a song was titled âLeviiâs Jeans.â Leviâs chief executive officer Michelle Gass said the shout out was âcompletely organicâ and the company had ânothing to do with itâ in a Bloomberg TV interview.
Shares of the company have gained 31 percent this year through Fridayâs close, outpacing the S&P 500 index.
By Julia Fanzeres
Learn more:
Western Wear Was Already Big. Then Beyoncé Released Cowboy Carter.
The blockbuster album, whose cover features the pop star in a red, white, and blue Rodeo-inspired outfit, could be another watershed moment for the red-hot trend.
