Levi's to launch major commercial

JAKARTA (JP): The Levi Strauss Asia-Pacific division will launch Monday its own tailored commercial package in Indonesia for 501 jeans.

Kiki Rizki, the marketing executive of Levi Strauss Indonesia, said yesterday that the one-month campaign, with a school theme, would be aired on the private television stations -- RCTI, SCTV, Indosiar and ANteve.

The campaign will be broadcast in 10 countries throughout the Asia-Pacific region.

"This was a breakthrough made by the Asia-Pacific division for us to have our own commercials," she said. In the past, the division has used commercial packages prepared by other divisions.

There are three Levi Strauss divisions -- United States, Europe and Asia-Pacific.

Kiki said that the school theme was chosen by representatives of the Asia-Pacific division to promote the jeans locally. (04)