In this article:
- COVID brought on more outdoor weddings
- So David’s Bridal came up with a camo-styled wedding dress
- The campaign also plays the false-scarcity card
Some girls dream of a big white dress fit only for their one special day. The camo-styled dress produced as a collaboration between Bush Beer and David’s Bridal is not for them.
The Busch Beer can-inspired limited edition dress is available only through pre-order and through this year’s Black Friday. It’s a great choice for brides who love the outdoors, beer, and the opportunity to buy a bridal dress they can wear again after the big day.
They can select from green or gray tone. If you zoom in on the pictures on the David’s Bridal site, you will see that the pattern doesn’t only replicate the beer can design but even includes the name of the beer throughout. Branding!
Not to leave men out of the camo fun, David’s Bridal also offers a matching bowtie. Of course, the whole ensemble with real matching beer cans will look great in pictures, which is probably one of the factors that will make this look sell.
From a practical point of view, though, it really does make sense to avoid a white dress that will pick up grass stains and show any bit of mud for an outdoor wedding. Outdoor weddings became increasingly popular under COVID, whether they were in a formal garden spot, on the beach, or in one’s own backyard.
As for the nod to a particular beer brand, it told Thrillist in a statement that “Busch has been a fixture at the weddings of fans for years and, as a brand that focuses on celebrating the things in life that really matter, has found unique ways to help couples celebrate their love.”
The brand also noted in the Thrillist article, “Whether it’s sponsoring a dream wedding in the great outdoors or even being married by the recently ordained Busch Guy, Busch Light is proud to be part of our fans’ special day.”
As always with such collabs, as long as the brands treat CRM Marketing as the strategic staple that it should be, the opportunity to collect unique first- and zero-party data on new and existing customers alike is especially intriguing. The things a smart CRM platform+team can do with knowing such unique preferences should result in super personalized, creative communications. The kind that can increase the Customer Lifetime Value – which we know is traditionally low for “Holiday/Shopping Season” (new) customers.
Such a campaign, at this time of the year, can give a sophisticated CRM team the edge when trying to get more out of these low-CLTV customers.