|LITTLE BLACK DRESS
OFFICIAL WINE OF AWARD SEASON
CHALLENGE: PowerPact helped a new wine brand connect with female consumers, maximizing a small budget by partnering with like-minded brands. New wine products targeted to women typically get only niche support; so to go mainstream, Little Black Dress® (LBD) would need a hook.
INSIGHT: We recognized that during awards shows and red carpet events, women critique fashion: the female equivalent of the Super Bowl.
IDEA: Little Black Dress was introduced as The Official Wine of Awards Season. It made its presence known on the red carpet, on store shelves, in the press and at home. Our campaign included turnkey in-store activation with bottleneck promotion, media support and PR. We also booked online media with Us Weekly and worked with Henson Consulting and Bradley Whitford's The Clothes Off Our Back Foundation to seed LBD into Hollywood parties. Celebrities donated little black dresses and signed bottles of LBD wine for an auction on clothesoffourback.org. Partnerships with brands and media outlets legitimized Official Wine of Awards Season positioning and resonated with our target. These included N.Y.C. New York Color Cosmetics, Bioré, "Little Black Dress Approved" Degree Ultra Clear for Women and Us Weekly. Celebrity stylists had video tips on how to accessorize a little black dress for every occasion.
RESULTS: LBD exceeded distribution and sell-through goals • Surpassed sales expectations and media impression goals with 25,638,277 paid impressions through Us Weekly, as well as extensive PR • Online sweepstakes drew highest entry response in Us Weekly history • LBD and Degree had strong presence at "red carpet" events • Celebrities including Jane Seymour and Nicollette Sheridan gave support • Exceeded sales goals, won acclaim from Market Watch Leaders and in Nielsen's Trend Rank Report 2007.