Text (DS)
Job:12-84823 Title:RP-Graphic Design That Works
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175# Dtp:22 Page:327
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A Look Back
What Works
Today, it’s that three-digit number—5-0-1— and the little
red tag that consumers readily identify with Levi Strauss &
Company. They don’t need to know more. That number and
the sight of a red tag on the jeans pocket readily identifies
them as Levi’s products. In fact, if Levi’s wanted to, they could
probably do without their name on the red tag, the product is
that recognized.
So, how did a solution so simple, become an American product
icon? Happenstance? Coincidence? A meeting of the minds?
Perhaps all of these things. But Salisbury has his own take on
how promoting a line of women’s jeans revolutionized product
branding at the retail level.
“Usually it’s the obvious that escapes people, like the world’s
most famous jeans not even having a brand name, or the fact
that Joe Camel was already on the packet.”
ABOVE: The goal of this
campaign was to show the
timelessness of Levi’s jeans,
so Salisbury crafted this ad
to picture the group, the
Ramones, at every stage of
their career while wearing
the same jeans.
LEFT: Salisbury
Communications, L.L.C.
created this campaign
for the ad firm Foote
Cone Belding when Geoff
Thompson was president.
“My concept was to bring
back to Levi’s their brand
identity—the world’s pants.
No fads. No age date.”
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322-327_84823 12/10/05 2:28 PM Page 327
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