Levi’s Iconic Advertising History
Take a Ride With Cowboy Carter
When a brand, which was launched more than 170 years ago, “reimagines” itself with arguably the best-known musical artist on the planet, its customers and the entire advertising industry lift their collective eyebrows. Add the fact that this ad campaign includes the iconic images and messages from decades ago and combines them with the wildly current music from the multi-Grammy nominated “Cowboy Carter” album, brilliantly conceived and performed by Beyoncé, and the world takes another look at those faded denim jeans called Levi’s ®.
Levi’s has teamed with Beyoncé for a new campaign titled “Reiimagine” that will reinterpret several of the brand’s iconic ads. Levi’s partnership with the entertainment phenom comes after the singer included a song, “Levii’s Jeans,” on her recently recorded country music-inspired album released in March 2024. Beyoncé conceived the album “Cowboy Carter” as a journey through a reinvention of Americana, spotlighting the overlooked contributions of Black pioneers to American musical and cultural history.
Marketing and Advertising
Levi’s Iconic Advertising History Takes a Ride With Cowboy Carter
What is “Cowboy Carter” and why is Beyoncé wearing a 10-gallon hat?
Did Levi Strauss & Co. get started by selling jeans to California gold miners?
What does Post Malone have to do with “Levii’s Jeans?”
When a brand, which was launched more than 170 years ago, “reiimagines” itself with arguably the best-known musical artist on the planet, its customers and the entire advertising industry lift their collective eyebrows. Add the fact that this ad campaign includes the iconic images and messages from decades ago and combines them with the wildly current music from the multi-Grammy nominated “Cowboy Carter” album, brilliantly conceived and performed by Beyoncé, and the world takes another look at those faded denim jeans called Levi’s ®.
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Levi’s has teamed with Beyoncé for a new campaign titled “Reiimagine” that will reinterpret several of the brand’s iconic ads. Levi’s partnership with the entertainment phenom comes after the singer included a song, “Levii’s Jeans,” on her recently recorded country music-inspired album released in March 2024. Beyoncé conceived the album “Cowboy Carter” as a journey through a reinvention of Americana, spotlighting the overlooked contributions of Black pioneers to American musical and cultural history.
What This Means for You — If the success of your product depends on leveraging the immense power of popular culture, the latest, “reiimagined” campaign from Levi’s should be required study for the brand marketing team and the agencies that support them. Plus, if your brand has become a part of culture, amazing things can happen.
Denim is more than just a fabric. It’s a symbol of freedom, youth, and self-expression. Find your next image in our Living In Denim gallery.
