Levi Strauss Signature goes Korean

Singapore - The recently launched Levi Strauss Signature brand in Singapore has scooped Korean actor Song Seung Hoen as brand ambassador for its Spring / Summer 2007 collection.

As reported by Marketing, the brand launched in March and targets men and women aged 20 to 30, and its Singapore distribution is handled by Jay Gee Enterprises. As brand ambassador, Song is expected to appear in a series of ad campaigns aimed at showing how the brand fits into his daily lifestyle while closely associating it with the lives of target audiences.

"He is the ideal ambassador for the Levi Strauss Signature brand and his free-spirited and assertive personality is in tandem with our brand image. We believe his cheerful disposition will greatly appeal to our target audiences," Gina Goh, brand manager for Jay Gee Enterprises said in a statement.

The print and in-store campaigns will roll out end of April.