Beyoncé and Levi's collaborate
The brand taps into their deep heritage to unlock their optimistic future.
You know a brand has reached an elevated position in its evolution when teaming up with one of the world's biggest celebrities doesn't overshadow its shine.
This new brand collaboration between Beyoncé and Levi's, called REIMAGINE, feels like two heavy weights joining together in a beautiful dance, rather than something that presents itself as forced or lopsided.
Beyoncé approved the use of one of her new songs - Levii's Jeans from the album “Cowboy Carter” (which is apparently organic i.e. not paid for by Levi's) - as part of the partnership, which adds lashings of intentionality to it. Thought and crafting went into making this campaign feel bespoke and carefully-curated.
The Levi's strategy?
The Levi's strategy (which we recently analysed in detail as part of some research work for a client) is to leverage the asset that they already own - being their 'deep brand heritage'. But making that asset fresh and relevant for a global, modern customer.
BTW - the 2024 ad is a reimagining of a classic Levi's ad from the 1980s. The brand is tapping their brand heritage, refreshing it with an updated cultural lens.
Collaborations do run the risk of coming across as opportunistic instead of strategic. Here the Levi's brand positioning of 'an authentic American icon' is significantly strengthened through this shrewd selection; we look forward to what else this creative connection yields as the 'reimagine' promotion unfolds.
On a side note, we wonder if Levi's will be recreating our very favourite Levi's ad of all time? BTW - it's this one.