levis. unbuttoned.

Levi jeans has launched a worldwide integrated marketing campaign summer 2008. The campaign is to promote their 501 jeans to males ages 18-24. The most recent leg of the campaign, Unbutton the Beast, has produced great controversy. It has definitely brought Levi’s much attention, but was it the attention they were striving for?

This viral and interactive marketing tactic allow users to customize the “beast” within their Levi jeans. They can record a message and forward the message and beast to their friends.  Some call it indecent, others say its pure fun, and I personally find it distasteful and a hard sell with sex.

Although perhaps a little shady, it speaks to the target audience, draws them to the site, engages them with the product and then enables the product to be forwarded to others within the target.  All of which is online, and most of which is viral — well, prior to it being pulled…

Levi’s Live Unbuttoned campaign sells jeans through sex to men ages 18-24. It has proven time and again that sex sells, and typically through controversial ads, copy and various marketing tactics. Point being, it works, and in tough times, marketers will take the necessary risks to keep their product in the forefront of people’s minds and purchases.

The Live Unbuttoned campaign focus’ on individual’s letting go and living for who they are; to live unbuttoned. The entire campaign, in my opinion is a little risky.

Perhaps it is raunchy, but everyone from Jay Leno to Bill O’Reilly is talking about it.  Unbutton the Beast has been pulled from the campaign, but Live Unbuttoned will run for six more months.

Although a strong example of viral marketing, is it ethical? As marketers, do we give the customer what they want (sexual themed ads), or do we uphold ethical and moral standards?

Levi’s is embracing sexuality and individual preferences and encourages consumers to be who they are, hence, live unbuttoned. A portion of the integrated campaign also focuses on gays and lesbians as Levi’s Unbuttoned and Out of the Closet.

Levi’s has chosen to speak to their target audience with controversial and sexual laced ads. It will be interesting to see the results of the Live Unbuttoned campaign.