Levi's backed into some body-image issues in its latest "fit" campaign. It used to be that when a pair of new jeans didn't fit, a young woman thought there was something wrong with her. Now, when new jeans don't fit, she thinks there is something wrong with the jeans. Levi Strauss, one of the world's largest makers of women's jeans, is trying to adapt to that new reality with its Curve ID products and marketing.
For many years, people ate plain old carrots, and they liked them. But carrots weren't very exciting, so clever farmers gave birth to the baby carrot in the 1980s. Convenient, tasty and chock-full of beta carotene, baby carrots were an instant hit with consumers looking for a quick, convenient way to eat veggies. "For 10 or 15 years, the [baby carrot] industry had the tiger by the tail. There was more demand than there was capacity," says Bryan Reese, chief marketing and innovation officer at Bolthouse Farms. But eventually growth slowed.