Levi’s continues to consolidate his success with Beyoncé’s collaboration and now he does it with Willie Jones in a new version of his iconic announcement.
Levi’s He continues to work to consolidate his leadership in the fashion market with the successful collaboration with Beyoncé, whose influence has triggered the sales of the jeans. After the success of its last campaigns, the brand launches a new version of one of its most iconic 1988 ads, with a surprise: the country singer Willie Jones joins the “reimagine” of Levi’s.
Levi’s presents the remake of his campaign with Beyoncé
In this third installment of the series «Reimagine«, Beyoncé stars in a version of the 1988 announcement«Refrigerator«, But this time, in an unexpected turn, his cast partner is Willie Jones, who collaborates with the superstar in The song “Just for Fun” of his Album Cowboy Carter. Jones makes a cameo as a client in a restaurant, while Beyoncé, in his role as waitress, has a complete set of Levi’s, including an iconic look with a refrigerated shirt.
Developed by the creative director of Levi’s, TBWA/Chait/Day laand the director of photography winning an Emmy, Marcell Rév, This new announcement pays tribute to the legendary commercial of the brand, such as “Lavandería” and “Billiard Hall”, which have remained as references of fashion and pop culture.
The 15 -second commercial, which is part of an integrated global campaign, includes a strong Presence on television, digital media, social networks, exterior advertising and brand activations. Fans can buy the garments that Beyoncé looks directly on the Levi’s website, which reinforces the relationship between the brand and its global audience.
Beyoncé’s impact on Levi’s sales
Levi’s not only benefits from cultural collaboration with the pop star having that in the first quarter of 2024, Levi Strauss & Co, he reported revenues of 1,530 million dollars, an increase of 3% in their net income and 9% in their organic income. Levi’s’s flagship brand grew 8% worldwide, and Executive Director Michelle Gass He recognized Beyoncé’s significant impact on these results.
Levi’s global marketing director Kenny Mitchellwho arrived at the brand from Snap in 2023, has also played a key role in promoting these figures. “The collaboration with Beyoncé has been fundamental to keep us in the center of culture,” said Gass.
Since the launch of the “Reimagine” campaign in September 2024, the campaign has generated more than 4.3 billion impressions and more than 65 million dollars in estimated value of media won. Levi’s also attributes the success of his female business to this collaboration. The brand has experienced a two -digit growth in this segmentwhich now represents 38% of net income.
Beyoncé, a unique ambassador for the fashion brand
Levi’s has not only found in Beyoncé a powerful brand ambassador, It has also managed to connect deeply with its consumers through cultural collaborations that go beyond fashion. The recent example of the Bob Dylan biographical film, starring Timothée Chalamet, highlights how the brand has established itself as an entity that not only sells products, but is inserted into the heart of popular culture.
With the inclusion of Willie Jones and the continuous bond of Beyoncé with Levi’s, the jeans continue to demonstrate that it is not only a name in the industry, but a cultural phenomenon with a global reach.
