Inside Levi’s new low-risk, high-reward marketing strategy

8 months ago 17

Could a marketer ask for a better gift from the heavens than Beyoncé titling a song after their brand?

Levi’s CMO Kenny Mitchell doesn’t think so. After joining the company last summer, moving to apparel after working at companies Snap and serving on the board of E.l.f. Beauty, Mitchell made it one of his priorities to turn Levi’s marketing team into a more agile beast better able to respond to the rapidly shifting trend cycles of the market.

Beyoncé’s “Cowboy Carter” album, which debuted at the end of March, was a perfect test of that strategy. One of the tracks on the album is the intentionally misspelled “Levii’s Jeans.” Beyoncé’s choice was purely organic — Mitchell said his team, though they’d worked with Beyoncé before, was unaware the brand would be getting a shoutout on the album.

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