US BRAND LAUNCH

Initial brand and messaging was immediately directed at Mom and the things she cares about, while taking advantage of the credibility of the beloved Levi’s endorser brand.

We captured still and live action imagery showing upbeat, aspirational family stories that were attractive to Mom and showed that families can expect superior fit and fashion from a value brand.

"We put a great deal of thought into casting talent that looked natural in live action for our commercials and video. We wanted the feeling to rest on that fine line between aspirational and relatability.

We scored an original anthem song to help capture the mood."

The story of the launch campaign was family, fun, and fit, without forgetting a bit of sex appeal for Mom.

But the core of the launch strategy was to reach Mom in social media and build a real community around the new jeans. This is one of the fastest-growing demographics on Facebook, and it took no time for the buzz to create brand preference on its own.

"I like working on dENiZEN because I love jeans – I can’t think of a product that better exemplifies consumer engagement. People do everything in their jeans and they connect emotionally to the feeling they get when they look good in them. That is a powerful thing. We have one fan that walked down the aisle in her dENiZEN jeans! That kind of brand loyalty is really inspiring."

Over 66,000 likes later, dENiZEN is a category leader at Target and we're busy introducing the new Spring line via an online and in-store strategy.