Blame it on product. Blame it on marketing. Levi’s women’s line of jeans wasn’t working. For anyone.
So, they redid the entire product line. But to relaunch the Levi’s Women’s Collection with any of credibility, the campaign needed to be as authentic as its promise of a better product.
Enter Alicia Keys. If you’re not familiar with Alicia Keys, she’s one of the most down-to-earth, no BS, leader of the no make up movement. She’s nobody’s shill. And she was the perfect brand ambassador to relaunch the collection.