Levi Strauss re-launch Dockers with 'Never Iron', high pressure ad-campaign

BANGALORE: Aiming for an aggressive growth in the urban retail market, Levi Strauss' Dockers has launched its newest offering 'Never Iron' - the 100 per cent cotton trousers.

The trousers have been engineered with a proprietary fabric and finish that is meant to give the trousers a straight from dry cleaner look.

This launch will be backed by the release of the 'Dress to Live' television commercial that has been recently released in the US. India is the only country outside of the US to launch Dockers 'Never Iron' pants and release the 'Dress to Live' commercial simultaneously with the US.


The launch of the 'Never Iron' pants and the commercial will be supported in retail with a seamless experience for the consumers. Point of purchase will play a key role in highlighting the product features and new news from Dockers.

The company plans to kickstart the 'Never Iron' campaign in Bangalore first primarily focussing on outdoors.

The theme of the 'Never Iron' TVC captures the need to look good, but does so in the context of one's own individual worth. It is a clothing specific version of 'you at your very best'. 'Feel Good Look good' is the spirit that Dockers 'Dress to Live' tries to capture.



A web advertising campaign is also on the anvil and ads will feature on portals such as,,, and . A brand new look to the Dockers section in exclusive stores in Delhi, Mumbai and Bangalore is also in the offing.

The creatives for the TVC has been done in the US, the media is to be handled by Mindshare. The ad budgets for Dockers are Rs.15 million for June 2005, of which 60-70 per cent would be spent on television. Ad budgets for a Diwali campaign are yet to be finalised.



The total ad-spends for Levis brand is pegged at Rs.120 million. The third brand in the Levi Strauss stable is the recently launched Signature brand.

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