Levi’s Jeans today said it will design the world’s most valuable pair of jeans to help support the launch of Levi’s Type 1 Jeans. The jeans will be adorned with gold, diamonds and rubies and will be awarded to a consumer as part of a total prize package worth $150,000.
The retail launch of Levi’s Type 1 Jeans this spring will be initiated in January with the Levi’s Type 1 Jeans Gold Rush campaign, which includes an interactive consumer promotion on Levi.com and a multi-media push, via Bartle Bogle Hegarty (BBH), London, that begins with a 60-second spot, “Stampede,” on Sunday, Jan. 26 during the second quarter of Super Bowl XXXVII. Print and outdoor components also support. Spend was not released.