Working in the media world has opened my eyes to how far some companies will go to have their brands resonate with consumers. Seemingly broke companies will pour millions of dollars into a single 30-second ad, they’ll hire mega movie stars to cover up the fact that their product is actually pretty lame, and fly halfway around the world to save a couple bucks on production. Basically, while the end product is beautiful, sometimes the ride to get there isn’t always pretty.
So when I came across a recent New York Times article touting that one of America’s oldest brands, Levi Strauss, is using a new advertising campaign to make a positive impact on society, I was pleasantly surprised. Via their “Go Forth” campaign, Levi Strauss is helping Braddock, Pennsylvania, a town that has faced “decades of economic decline,” get back on their feet.
Beyond shooting the campaign in the town – they’re also using residents instead of models and depicting a realistic working environment in the ads rather than dramatized sets – Levi Strauss will be “donating more than a million dollars over a two-year period to assist Braddock in renovating a community center and further developing an urban farming program,” the article states.
I know, I know. It’s still a big company with a bigwig-advertising firm behind this campaign. And while they are presenting this is a do-good project, I know it’s also part publicity stunt. But at least the stunt will ultimately have an end result with real, tangible results that will benefit an entire town. Even the town’s mayor, John Fetterman, has publically supported this effort as an “organic partnership” rather than a glitzy marketing campaign. Plus, the results include a program that will help residents learn how to feed themselves and teach them the importance of growing their own food!
The ad campaign start tomorrow, July 4th, so I guess we’ll see soon enough whether or not the authenticity that Levi in trying to present comes through.
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Of course John say’s its organic. He wants more people to give to his pet projects. There was 0 public input in where the money was spent. Like you said, it’s a marketing ploy, and you and I are giving it earned media for it. The past week they’ve had over 100 blog posts praising them and countless people. Money well spent.