SAN FRANCISCO, Sept. 24, 2018 (GLOBE NEWSWIRE) -- The Levi’s® brand has a long history of supporting authentic self-expression and social causes that define our times – and with midterms around the corner, we’ve harnessed the power of our brand’s voice to increase voter awareness and turnout on Election Day. Through a comprehensive VOTE campaign spanning TV, digital, social, limited-edition product, non-profit partnerships and influencer and employee engagement, we are sending the message to our fans – get informed, get involved, get registered and get out to vote this fall. Your vote is the ultimate expression of your voice. So use it.
The campaign kicks off with a national television campaign (preview here) showcasing people from around the world united by one common theme: using their voice, casting their ballots and participating in their right to stand up and advocate for what they care about – powerfully set to the lyrics of Aretha Franklin’s “Think.”
“Levi’s is all about authentic self-expression. And there is no purer form of self-expression than voting. It is the ultimate use of one’s voice, one’s freedom. And we felt it was imperative to remind Americans this fall to use that right, to not ever take it for granted,” said Jen Sey, Chief Marketing Officer, LS&Co. Global Brands.
The Levi’s® brand is partnering with other companies and national organizations that are working to ensure that eligible voters can exercise their right to vote on November 6.
IN-STORE: The Levi’s® brand has teamed up with Rock the Vote to help potential voters check their registration status, register to vote and sign up for Election Day reminders. Levi’s® is also offering in-store voter registration stations in select stores and selling limited edition tees with “VOTE” emblazoned across the front to support voter awareness and turnout. Levi’s® is donating to Rock the Vote to support their efforts to ensure everyone can exercise their right to vote on Election Day. The tee retails for $25 in-store and online. Visit levi.com/itsyourvote for more information.
INDUSTRY-WIDE: Levi Strauss & Co. (LS&Co.) is joining forces with companies across the United States in a nonpartisan CEO Challenge called the “Time to Vote Campaign,” pledging to give employees paid time off to vote on Election Day. LS&Co. President and CEO Chip Bergh has embarked on a mission to help lead the charge with other corporate leaders to empower their employees to get involved, get registered and get out the vote.
COMPANY-WIDE: Across the U.S., Levi Strauss & Co. employees have been checking their status and registering to vote via Rock the Vote. Employees have also been in their communities, volunteering to register others through a partnership with HeadCount, signing up eligible voters at concerts and music festivals.
What can everyone do? Get out and VOTE. It’s your voice. It’s your vote. Use it. #RocktheVote #TimeToVote
For more information, contact:
Laren Parker | US Public Relations, Levi’s®| lparker@levi.com
Amber McCasland | Levi Strauss & Co.| amccasland@levi.com
ABOUT THE LEVI’S® BRAND
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s® brand, its products and stores, please visit levi.com.
ABOUT LEVI STRAUSS & CO.
Levi Strauss & Co. is one of the world's largest brand-name apparel companies and a global leader in jeanswear. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi's®, Dockers®, Signature by Levi Strauss & Co.™ and Denizen® brands. Its products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 2,900 retail stores and shop-in-shops. Levi Strauss & Co.'s reported fiscal 2017 net revenues were $4.9 billion. For more information, go to http://levistrauss.com.