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This week, the Levi's brand 'unbuttons' a global marketing campaign to celebrate the iconic Levi's 501 jean. The campaign, titled 'Live Unbuttoned', is the Levi's brand's first integrated global campaign and the biggest marketing program the brand has ever undertaken. 'Live Unbuttoned' encapsulates the unrestrained, free-spirited and self-expressive attitude behind the world's most perfect, timeless and quintessential straight-leg, button-fly jean. "This is about stepping up and being a global leader," said John Anderson, president and CEO of Levi Strauss & Co. "With our Levi's brand sold in more than 110 countries, we are the number one jeans company in the world. This campaign gives us a unique opportunity to let a new generation of jeans consumers around the world know that the original, quintessential 501 jean is... [read full story]
