With the American political scene about as raucous and contentious as it’s ever been, a brand can be forgiven for wanting to steer clear of politics in any way. But Levi Strauss & Co. is willing to wade into that morass—most notably with last year’s “Use Your Vote” campaign. The featured spot, along with its supporting social-media outreach, did not endorse one party or issue over another, but it did make a bold statement about civic responsibility, portraying an ethnically diverse range of citizens in various nations, all setting out for polling places to cast their ballots.
“It’s your voice. It’s your vote. Use it,” advised the spot.
And where exactly does a company that’s been sewing blue jeans for the past 146 years find the authority to give anyone a lesson in the affairs of state? To hear CMO Jennifer Sey tell it, Levi’s is better positioned than most brands to do just that.
“Levi’s has been a symbol of democracy and inclusion for just about forever,” Sey said, explaining that a pair of blue jeans “is the ultimate form of self-expression.”
“We felt it was our right to participate in this conversation,” she said.
Sey, speaking at the Brandweek Challenger Brands summit in New York…
