Little Black Dress Wines

Strategy

• Create an identity and strategic brand platform for Brown Forman's newest wine brand targeted to professional women
• Drive product trial and encourage charitable giving among women, ages 21-35 nationwide

Creativity

• Developed "Official Wine of Award Season" identity and validated it through a variety of high-level entertainment associations
• Partnered with The Clothes Off Our Back Foundation for celebrity "Little Black Dress" auctions timed to award season
• Secured participation from more than 40 "A-list" celebrities including: Sharon Stone, Teri Hatcher, Felicity Huffman, America Ferrera, Julianne Moore, Edie Falco among others
• Organized and executed a celebrity pre-Oscar Little Black Dress Wines red carpet event in Los Angeles attended by Golden Globe winner Jaime Pressly, Garcelle Beauvais Nilon, cast members of The Office, Entourage and more
• Negotiated partnerships with Us Weekly's Hot Hollywood Party and E! Television "Live from the Red Carpet" broadcast and "Golden Green" Golden Globes event

Results

• Dozens of national and local placements including Us Weekly in September 2007, E! Entertainment, EXTRA , TV Guide, Access Hollywood among others reaching more than 20 million consumers
• Increased product case sales from 4,000 to 11,000 from September - October 2007 Raised more than $70,000 and counting for charity partner