Legacy Brands

Beyoncé Rides Again for Levi’s, driving Sales Surge with Final “REIMAGINE” Ad

New York, NY – August 4, 2024 – Levi strauss & Co. today released the final installment of it’s critically acclaimed “REIMAGINE” campaign starring Beyoncé, titled “Chapter 4: The Denim Cowboy.” The 90-second spot, a culmination of the series launched in March following the release of Beyoncé’s country album Cowboy Carter, is already generating buzz and further solidifying the partnership’s impact on the brand’s bottom line.

The campaign, developed by TBWA/Chiat/Day LA in collaboration with Parkwood Entertainment and produced by de la revolućion/PRETTYBIRD, has been a strategic success for Levi’s, contributing to a meaningful increase in sales during the second quarter of 2024.”Chapter 4″ cleverly weaves together elements from the previous three chapters, including a continuation of the narrative introduced in “Chapter 2: pool hall,” a reimagining of a 1991 Levi’s commercial. The new ad reveals Beyoncé winning a pair of iconic 501 jeans from a pool shark played by Timothy Olyphant. She then departs the pool hall on a motorcycle, the newly acquired denim casually draped over her shoulder. The spot is directed by Grammy-award winning Melina Matsouka, who also helmed “Chapter 3: Refrigerator,” a remake of Levi’s 1988 “Refrigerator” ad.

A Strategic Partnership & Sales Boost

The collaboration between Levi’s and Beyoncé began as a natural extension of the singer’s embrace of country music and western aesthetics with Cowboy Carter. The campaign’s core strategy centered on positioning Levi’s at the intersection of music, fashion, and cultural relevance, specifically targeting a broader and more diverse audience.

Levi strauss & Co. reported $1.4 billion in sales for the second quarter of 2024, representing a 6% increase in reported net revenues and a 9% increase on an organic basis compared to the same period last year. Levi’s brand specifically saw a 9% global increase organically. During an earnings call in July, Levi’s CEO Michelle Gas directly attributed the growth to the impact of the Beyoncé campaign, highlighting “Chapter 3: Refrigerator” as a prime example of its success.

“We continue to invest in the brand through global marketing initiatives and impactful activations, ensuring the Levi’s brand remains at the center of culture,” Gas stated.

Context & Comparison: A Shift in Jeans Marketing

The Levi’s campaign stands in stark contrast to a recent advertising effort from American eagle featuring Sydney Sweeney. That ad, which utilized a “good genes” pun, sparked controversy and a cultural debate. Levi’s, by focusing on artistry, storytelling, and a powerful cultural icon like Beyoncé, has successfully navigated the marketing landscape with a more positive and impactful message.

the “REIMAGINE” campaign represents a significant investment in brand building and a purposeful effort to elevate Levi’s beyond simply a denim manufacturer to a cultural force. The success of the partnership signals a potential new model for brand collaborations, prioritizing artistic vision and cultural resonance over simple celebrity endorsements. The campaign’s long-term impact on Levi’s brand perception and market share will be closely watched by the industry.