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Levi’s Struts into Wal-Mart, Sears

By Aug 10, 2006

Levi Strauss & Co. is headed to Wal-Mart this weekend to show off its Signature jeans.

Meanwhile, a separate tie-in with Sears Roebuck & Co. offers free music downloads with the purchase of Levi’s.

The Wal-Mart push sends brand ambassadors dressed in Levi’s Signature jeans to Wal-Mart’s apparel and electronics departments to talk with teens—primarily young men—about the brand.

The brand reps, women 18-22, will offer to help shoppers find the right style and size. The Aug. 12-14 event, timed for back-to-school shopping, is handled by USM&P, a Marina del Ray, CA-based division of The Marketing Arm.

Separately, Levi’s and Sears are offering free downloads of 10 exclusive songs from Vans’ Warped Tour 2006 with a Levi’s purchase of $34.99 or more. Shoppers submit their Sears receipt online to get a code via e-mail to access the songs for download.

The first 50,000 people who redeem the offer also get a free ring tone from one of the Warped Tour songs. The offer runs through Aug. 31 via Pure Volume, a Boston-based music portal.

At the same time, Levi’s partners with Kellogg Co.’s Special K for an in-pack instant-win game that awards 2,000 pairs of Signature jeans. Coupons inside boxes of Special K can be redeemed at Wal-Mart, Target, Kmart, Meijer, Shopko and Pamida stores; winning coupons are valid through September 2007. The offer dovetails with Kellogg’s long-running Special K Challenge that helps women slim down one jeans size in two weeks by eating Special K for two meals each day.

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