1. Griffin Marcucci Jake Peters Nikki Sulvetta

2. The Campaign  “Wear the Pants” Targeting 25- to 49-year-olds On a mission to make khakis cool again Casual pants sales down 20%  The multichannel effort—which includes TV, print, search, social media, mobile, viral video, e-commerce and PR—is led by creative that attempts to reconnect male consumers with masculinity

3. Positioning Dockers as “the Pants”  Want pants to be seen as masculine  Want to change what men see as being masculine

4. Free Pants  The TV commercial “Men without Pants” will debut during the game  Calls men to use their mobile devices to “Shazam” the ad  The Shazam app identifies the song in the ad and links listeners to a branded Dockers site, where they can shop for pants, download the song or enter the promotional co to win a free pairShazamapp

5. Why the Super Bowl? “The brand's message is around wearing the pants and masculinity, and the Super Bowl is obviously the biggest sports day of the year, so we thought it be the perfect place to launch our promotion” — Jen Sey, VP of global marketing at Dockers

6. What do you think?  How successful will this campaign be? Will it engage consumers and boost sales?  Has Levi’s effectively segmented its target market for this ad?  Will this impact consumers’ pre-existing brand perceptions about Dockers?

7. Sources http://www.dmnews.com/levis-extends- wear-the-pants-campaign-to-interactive- super-bowl-effort/article/162162/ http://www.dmnews.com/levis-aims-to- return-masculinity-to-khakis-in-dockers- effort/article/159095/