To be true to the product promise of ‘Live Unbuttoned’ (which is about expressing individuality, living outside of conventions and shunning social restraint), the new 501s had to be promoted in the most unrestrained way. In a completely new promotional idea, the concept involved putting the ad ‘outside’ of the magazine.

The limited-edition of 10,000 were on staggered release over three days. On each day they sold out by early afternoon. Immediately the mini ‘Unbuttoned’ 501s started appearing on eBay and Yahoo. Up to HKD$180(USD $22) was being asked for something that hours earlier sold for just HKD$15(USD $2). It generated discussions in online forums and blogs and also attracted media interest.

75% of the target said that it ‘dramatically raised their interest’ in the new ‘Unbuttoned’ range.

Retail revenue grew by 199% for the 501’s range compared to 2007 and Levi’s maintained market leadership.