It's been a year since Levi's® Europe launched their new digital strategy. With the overall objective to re-claim Levi's® brand leadership position online and communicate its innovation to its target audience, the first milestone was the birth of a new pan-European website

With the launch of the spring site on February 18th this strategy kicks into high gear: Its cutting-edge innovation continues to evolve, bringing back to the forefront the spirit of the Levi's® brand.

"For the past year we have been working towards this point, and the site is only the start of an exciting multifaceted campaign across digital channels that will unfold over the coming months," said Helene Venge, Digital Marketing Manager for Levi's® Europe.

The site, designed by Levi's® Europe's digital marketing agency Lateral in conjunction with technical partner Neoworks, includes a new section dedicated to the new Levi's® 501® Jeans with Anti-Fit campaign and works in conjunction with the offline campaign components (TV, print, OOH, cinema, and retail/instore).

"We wanted to build a site that would act as a platform for not only improving brand interest but also a highly interactive communications vehicle that would allow Levi's® Europe to build and develop relationships with its users," said Jon Bains, Chairman of Lateral.

The 501® Jeans section has been designed to illustrate the attitude of 'Anti-fit'. This attitude, as portrayed in the offline advertising, is about self-expression and being completely comfortable with thinking differently: Just as the 501® jean is
designed and cut in straight lines and hence refuses to conform to fashion's fit trends, the attitude similarly expresses an unstaged independence of thought and behaviour.

Within this section, a great example of through-the-line integration, is Levi's® vmx: This video mixer allows users to create and send fridge magnet style messages using the actors from the campaign - a fun way to encourage consumer interaction being fairly passive in terms of branding; with the added benefit of recruiting for further communications programs.
Check it out here - continues to offer unique rich content - and is the only place you can see all the 501® Jeans TV ads, including one shown exclusively online ('Evolution').

With a visually dynamic navigation system, with more exciting and innovative content added over the next few months, as well as interesting surprises to come - this will be the place to watch!

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If you require further information on Levi's® Europe, or wish to interview Helene Venge, Levi's® Europe Digital Marketing Manager, please call Karen Durham-Diggins on +44 (0) 20 8989 2541 or email


Levi Strauss & Co -
One of the world's leading branded apparel companies with sales in more than 100 countries worldwide. Since their invention in 1873, Levi's® jeans have become one of the most successful and widely recognized brands in the history of the apparel industry.

Levi's® Europe pushes further the online brand experience for Spring 2004 by adding a number of new features to its European website,, aimed at their target audience of 15-24 year old girls and guys.

The site, developed by Levi's® Europe's digital marketing agency, Lateral, has already won a bronze Cyber Lion and a BIMA.

Lateral, is a small, but perfectly formed, independent Interactive consultancy, that packs a punch with heavy weight clients.

UK based Lateral, established in June 1997, has evolved into a unique consultancy that focuses on providing their clients with creative strategies and then executing them, using a support network of symbiotic business partnerships with specialist companies and their own network of companies.

Their pioneering expertise and professional approach has attracted recognition both within the new media industry, having been awarded several times for their work, as well as the consumer market as can be seen by their client list.

NeoWorks (
NeoWorks specialise in the development and support of custom software solutions, maintaining an extremely broad range of skills in the fields of software engineering and computer systems. This skill set is actively developed by continuously evaluating new technologies as they emerge and mature. This enables NeoWorks to provide the best possible customer service; supplying high quality, cost effective IT solutions using the most appropriate technologies available.

NeoWorks have developed and continue to support a wide range of solutions including enterprise information management tools, large-scale IT management systems, real time tracking solutions and high-profile Internet presences.

Published on: 12:00AM on 17th February 2004