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World's Most 'Valuable' Pair Of Jeans Created To Celebrate Launch Of Levi's® Type 1™ Jeans
Jeans Will Go to One Lucky Super Bowl Viewer
Levi's® Jeans announced today the creation of the "world's most valuable pair of jeans" to celebrate the launch of its new Type 1™ jeans model. A pricey, one-of-a-kind pair adorned with gold, diamonds and rubies will be awarded to a lucky Super Bowl viewer following an interactive promotion.The winner will receive a total prize package worth $150,000, which will include the bejeweled jeans, to commemorate the company's 150th year in business.
"We have created the boldest and most valuable pair of jeans in the world," said Anna Brockway, director of marketing, Levi's® brand. "In our new Levi's® Type 1™ Jeans line, Levi's® signature design details - the red tab logo, buttons, rivets and two-horse back patch - have all been accentuated to highlight the features that only Levi's® Jeans can truly own. On the celebratory pair of Levi's® Type 1™ Jeans, we have embellished all these iconic elements with gold, diamonds and rubies. These jeans not only celebrate our history, but they are part of our history."
The precious metal and jewel details of the one-of-a-kind pair of Levi's® Type 1™ Jean were handcrafted by master specialists of one of the world's pre-eminent fine jewelry houses.Levi's® Type 1™ Jeans Gold Rush Campaign
The program is the first-ever twist on big game advertising that will make watching a Levi's® Jeans Super Bowl commercial "pay-off" for one lucky viewer. The brand's big game commercial will help solve a four-week mystery surrounding the "virtual" hiding place of the world's most valuable jeans. The grand prize package includes the world's most valuable pair of jeans valued at $85,000 and an additional $65,000 in gold and cash for a total prize package worth $150,000.
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