Everyday PR

Welcome to guest blogger Buddy Vick, a longtime colleague, architect/designer, world traveler, wine connoisseur and occassional performer.

During a recent wine excursion, my eye caught a relatively austere label with a pink coat hanger, a pair of pink stiletto sling back shoes, and the simple words “Little Black Dress.”  Pink wording stated “Notes of strawberry, raspberry and lavender”.  Lavender?  With that kind of name and description, this was definitely a wine for girlie girls. 

Little Black Dress Wine - Branding of a Classic

Fast forward to me taking the last sip of the Syrah Rose (which was quite enjoyable), when I noticed Little Black Dress had a web site on the bottle.  With no pressing plans for the evening, I went straight to the computer.  The site lists a few perfunctory things about the wine, but the focus really is dedicated to the real-life little black dress also known as the LBD.  You can take a quiz to see what style of LBD is right for you and then send in your picture.  For an inexpensive wine, some of these girls were wearing awfully expensive couture, including a vintage Balenciaga. The site references the event that really put the LBD on the map: Audrey Hepburn as Holly Golightly in Breakfast at Tiffany’s. 

While I’m no marketing expert, Little Black Dress Wines clearly illustrates clever branding.  The product is the classic example of selling the sizzle, not the steak. The company well knows its female target audience who can find something about a wine that appeals to them based on something they can relate to: an approach that reveres the versatility of the LBD and its timeless sense of style.  What a fun and creative concept for a wine company – I just wish I had thought of it.