• by Larissa Faw , September 5, 2017

Levi Strauss is returning its Dockers brand back to its heritage with the "Always On" campaign that places its khaki pants – including the launch of the brand's new collection – front and center.

Developed with IPG agency FCB West, the campaign highlights Dockers khakis by suggesting how these pants prepare men for life moments, such as landing a first date or job interview. One ad, for instance, shows a man kicking a soccer ball under the message, "Pants that show your boss who's boss." Another tagline states “Pants that Turn One Night into a Weekend.”

“Not so long ago, Dockers defined the khaki category," stated Joe Oh, CEO and President, FCB West, adding that this campaign is intended to "once again make Dockers the go- to khaki for modern men."

The media buy — launching today — includes TV, cinema, digital, social, print and in-store signage. Social and digital are central to the campaign and will be the emphasis as the campaign rolls out to markets globally. The goal is to appeal to "loyalists and new fans," says Karen Riley-Grant, Global VP of Marketing, Dockers.

This campaign will promote new product, including the Smart 360 Flex Khakis collection.

Levi Strauss hopes these efforts "reinvigorate" its Dockers brand, which currently accounts for 10% of its revenue, according to company financials. However, the company has pulled back its spending on the brand in recent months, allocating only $42,000 on Dockers U.S. advertising during Q1 2017, down from $209,000 year-over-year. For the full 12 months, Dockers' American advertising budget was $3.14 million, according to Kantar Media. For comparison, Levi Strauss spent $284 million advertising its various brands in 2016 worldwide, up from $276.40 million in 2015, according to its financial reports.