Levi's Orange Tab

Orange Tab is a tier-two brand of Levi's denim that sells primarily in Sears, Target, etc. We developed a campaign to communicate them as being cool without the $50+ price tag. Nothing fancy, just good solid buys like the stores in which they are sold. It's the idea of Levi's across America, in every town, big or small, from old to young. The campaign was thought to be "too good" by tier-one retailers attempting to sell higher price-point Levi's, so it was canned before it even hit the stores.

Client: Foote, Cone & Belding