NEW YORK — Vintage-like drawings of children making snowmen or the obligatory green tree on red paper just wouldn’t cut it for Stolichnaya Vodka.
This story first appeared in the November 14, 2002 issue of WWD. Subscribe Today.
In a nontraditional marketing attempt, Allied Domecq — the trademark owner in the U.S. for the Russian vodka brand — is launching its own wrapping paper this holiday season and has enlisted Diane Von Furstenberg to design the print. The result is the Stolichnaya signature repeated in various sizes going in different directions. It’s written in black and white on red paper.
“Obviously, Diane is known for her prints and that’s why we were their first choice,” said Maureen Cahill, marketing director at Diane Von Furstenberg. “And there is a fun reference to the wrap dress and unwrapping a gift.”
Samples of the gift wrap will be inserted in the December publications of FHM, Details, Esquire, Flaunt, Out and Food & Wine magazines, and will be sold at high-end stores in Chicago, Dallas, Detroit, Cleveland, New York, New Jersey and Connecticut on select days between Thanksgiving and Christmas.
To help ring in the wrapping paper, Von Furstenberg is holding a party at her West Village studio next month where select DVF apparel featuring the Stolichnaya print will be on hand, such as some women’s lingerie items and a men’s shirt. The wrapping paper will also be available at the party — along with plenty of vodka, no doubt. The limited number of apparel items with the Stolichnaya print will be sold exclusively at Diane Von Furstenberg The Shop, her West Village boutique, and proceeds from those sales will go to the Robin Hood Foundation.
In addition to the booze fanfare, there will be a small runway presentation at the party marking the launch of Diane Von Furstenberg Lingerie. That business — planned before the collaboration with Stolichnaya — will be available exclusively at Neiman Marcus.
Absolut Vodka has had several fashion collaborations over the years, including prints with Nicole Miller. Von Furstenberg also created a print that was applied to a Ford Thunderbird earlier this year, though it was never produced.