Gay Marketing - Levi's Advertising

TOPICS: Gay marketing. Gay market advertising. Levi Strauss. Gay and lesbian marketing news. Logo gay TV. US gay marketing. Gay marketing strategies. New gay marketing campaign launched with gay specific advertising by Levi's.


Ian Johnson
August 8, 2007

Here is an interesting UTalk marketing link to news of Levi's gay marketing advertising, the news article is edited below for you:

Very interesting.

Two ads for a fraction of the cost

Source: Utalkmarketing.com

Why produce two ads when for a fraction of the cost you can just produce two endings – and even address two new consumer markets.

It’s not the first time the strategy has been used for brands. A campaign for Sony Bravia was presented as appealing to both men and women with two different spots.

But in what is a first for Levi’s, the campaigns will target both gay and straight audiences.

Execution number one sees a model-type male yanking up his pants. As if in sync, the street below is pulled up into his room with equally good looking model type woman in a telephone booth. Guy meets girl and they disappear into the city.

Version two sees the girl replaced by another guy. It’s as simple as that.

The gay version of the ad is currently screening on ‘Logo’, MTV's gay cable network in more than 27 million homes Stateside and will roll out on other lifestyle cable networks later this year.

Logo President Brian Graden has said he thinks reaching out to a gay audience is a smart move when his company’s research shows a strong affinity to advertisers on the channel.

The new campaign is the brainchild of Levi’s VP of marketing, Robert Cameron. He has admitted that although the idea came from budget restraints, it has since opened up new opportunities.

A recent Harris Interactive study claims that 69 per cent of all gay and lesbian consumers in the U.S. said they're more likely to buy directly from marketers that have a non-discrimination policy.

In the UK the pink pound was valued at £70bn by gay marketing specialist agency Out Now Consulting in 2006.

Clear Channel have recently launched a series of new solutions targeting the gay community, while an advert for Gay Times magazine was banned by London Underground.

For expert help with the gay consumer market, LGBT consumer market research data, and gay consumer market strategies, from the leading gay consumer marketing experts, contact Out Now.
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