CHALLENGE

Levi’s introduced a new slogan: “Size does matter.” alongside the announcement the iconic brand planned to expand its men’s Original 501 jeans to 75 different sizes. Timed with the launch of the new size offering, the iconic brand wanted to announce the new messaging and ad campaign in a non-traditional way.

SOLUTION

Create a PR moment to playfully illustrate the perfect fit – in denim and love.

Staged in the hustle and bustle of Washington Square Park in Manhattan, Levi’s hosted a matchmaking event where 75 bachelors and bachelorettes were given the chance to find their perfect fit. At 5:01 PM, the 75 women had five minutes and one second to race to a pile of men’s 501 jeans, grab a pair, and search among the shirtless men clad in only Levi’s boxers to find their perfect match.  

IMPACT

The five-minute guerrilla promotion garnered more than 20 million unpaid media impressions in broadcast, online, and print. The coverage was picked up by entertainment-news heavyweights — including E!, Access Hollywood, People, Life & Style, and US Weekly — at a cost of less than one penny per impression.