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Levi’s® Milk Bar
Amplify + Levi’s rework a classic milk bar into a fashion experience, celebrating heritage and positioning THE ICONIC as the destination to secure the look.
Challenge
The Australian denim market is crowded, and while Levi's is the original denim brand, heritage alone no longer cuts through with younger audiences. The challenge was to bring Levi's legacy and product to life in a contemporary, social way, while reinforcing THE ICONIC's role in the partnership.
Insight + Strategy
Our strategy was to use the Aussie milk bar as a shared heritage space for Levi's and THE ICONIC. Anchoring the product story within this nostalgic format brought Levi's heritage to life in a way that felt relevant to a new generation.
Solution
We created the Levi's x THE ICONIC Milk Bar - a reimagine Aussie icon that brought Levi's heritage into the present through a nostalgic setting, food, and fashion.
Set within Jerry's, a Melbourne institution, the milk bar was transformed into a world of Levi's. Guests gathered for a morning of style, where everyday shelf staples became brand artefacts. Retro packaging housed iconic Levi's denim, photographic menu items acted as content cues, and product language and heritage were woven throughout the space.
Guests found their flavour through quizzes, collected their denim, customised their pieces, and discovered product through reworked packaging and in-space displays.
Designed for an influential audience, the Milk Bar operated as a content engine. Every corner was built to be captured, ensuring the experience lived beyond the event through social content.
Results
The activation drove strong content output across tastmaker, owned, and THE ICONIC channels, supported by a clear trade impact. All key metrics increased, with sales up +80% year-on-year on the day of the event.