Being the solo-female voice at SBB, I thought I’d go ahead and get my first chic article out of the way. Michele Miller, (genius marketer, who happens to be female) recently commented on Brown-Forman’s Little Black Dress campaign, a collection of wines targeting women.
BF’s Little Black Dress is three “feminine favorites” (their words) – Pinot Grigio, Merlot and Chardonnay. According to Laura Webb, director of new products commercialization for Brown-Forman,
“Every woman has a little black dress, or three, or four. What could be better than to create a wine that women can relate to in that way?”
Miller’s response to that is pretty similar to my own…
“How about a wine that just tastes awesome for a ridiculously inexpensive price?â€
She shares her thoughts on the desire for a bottle of inexpensive, great tasting wine, like Yellow Tail. A brand that until recently didn’t advertise at all. Much less create an entire campaign designed to lure in “Little Black Dress†wearing, wine enthusiasts. Michele ends her mini-rant curiously inquiring,
“What are your thoughts? I’d love to hear what you think about wine marketing and if Brown-Forman’s “feminine” ideas are worthy or just a bunch of sour grapes.â€
My thoughts? Having worked in this industry on the event marketing side (I promoted Schieffelin & Somerset brands), I can tell you that targeted marketing like the LBD promo, can often come across as trite to consumers. The best S&S wine promotions I ran, targeted savvy, smart and cost-conscious consumers – period. While S&S brands focused on white tablecloth restaurants and their patrons, we still mentioned the competitive price point.
Promos like the LBD promo can seem gimmick-y and often reflect a lack of true understanding for the targeted consumers. Since the popularity of the HBO hit, Sex and the City , and the rise of “chic-lit†novels like Bridget Jones’s Diary, a number of brands have tried to jump on the “sassy, urban, witty, hip-chic†bandwagon. But S&C worked because it was authentic. Same goes for Ms. Jones. Those that try to model the trend often appear to be trying too hard.
Niche marketing can be tricky. There’s a fine line between reaching women that wear little black dresses and out and out screaming for their attention. Cable has only one Carrie Bradshaw, and she’s in syndication now. I’d encourage marketers to be unique and tap into the heart of the consumers they are trying to target.
How do women that wear LBD’s experience wine? What emotions strike a cord causing them to order/purchase/consume wine? Do they drink wine chilling on the couch, watching “chic†flicks? Or are they sharing a bottle with a girlfriend or two rapping about men, the kids, relationships or future dreams and aspirations?
My issue with campaigns like LBD is that they don’t give women enough credit. Yes, I might wear a LBD. I might even drink wine while I’m wearing it. But I choose to drink wine for many reasons. In many different scenarios. And choose my wine based on my many colored moods. Cab Sav, fits my mellow philosophical side. Pinot Grigio is yummy on a hot summer day while noshing at an outdoor café. Shiraz finds me feeling sassy.
Let’s not put women in a box – although some do drink wine from a box…now that’s really cost conscious! Because while I do own a little black dress, I don’t associate all of my wine drinking memories with it.
Are you putting your target market in a box or uncorking your brand creativity and allowing it to breathe?
Cheers to your brand success,
Kammie K.
