Territory: US
Agency: Wieden & Kennedy, Portland
Verdict:

Levi Strauss was once the undisputed Marlon Brando of branding, with each new campaign heralded as an instant classic. But since the mid-1990s, the jeans maker has struggled to connect with a youth market too smitten with glitzy designer labels to care for the company’s traditional brand values that emphasise heritage and authenticity.