Equestrian Brands
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USING HORSES IN BRANDING




Budweiser Clydesdales are the most watched ad at the Super Bowl, year after year. Ralph Lauren, Gucci, Hermes and Wells Fargo have used equestrian themes successfully. Not only are these established horse brands long lived and successful, but equestrian sport is a HOT trend in fashion and lifestyle publications, leaving lots of room for new ones. It's an excellent time to consider incorporating equestrian content into an existing or new brand.

brands using horses

In the illustration above we are showing a fictitious brand with our client's horse Zefyr, a purebred Arabian stallion who is a US National Champion in western pleasure. We are showing him co-branded with the Vaquero brand, showing wine, beer, rub, BBQ sauce and steak sauce. We also did a chocolate bar to promote this horse at competitions. Today's packaging industry is accepting smaller orders, opening the door to smaller new brands. We see an opportunity here to promote both businesses and equestrian sport using equestrian themed brands.

Western themes are appreciated world wide. In fact,the western sport of reining has transplanted successfully to Germany, France and Italy, with an Italian trainer emerging as one of the top competitors. Germany is the largest importer of American Quarter Horses. American media spins equestrian sport as elitist and has denigrated the image of the cowboy. However, consumers respond well to western brands especially abroad. The Houston Rodeo is not only the biggest equestrian event in the world, it is also the top selling ticket in the world for the month of April, outselling sports and entertainment, with an annual budget of $96 million. The Houston Rodeo paid for Reliant Stadium and made the NFL team possible.

Perhaps the strongest selling points for equestrian sport are spectacular visual appeal and customer experience. The diverse breeds, traditions, cultures and histories are ideal for brands and the FUN factor is multi-generational. Branding, after all, evolved from agrarian tradition! The image below is an example of the sport of driving from the Carriage Association of America, who celebrate the historic carriage horse traditions with an annual competition at Kentucky Horse Park. Visitors enjoy the gracious hospitality and unique tailgate experiences, with antique silver and china and the restored carriages and costumes. At certain moments, this event is like Currier and Ives coming to life! Members restore beautiful carriages and conduct an annual meeting at Williamsburg, VA.



Carriage Association of America Carriage Assoc of America
We would like to thank our young driver Olivia and her parents, the Carriage Association of America, and photographer Jennifer Singleton for allowing the use of this charming photo. We think Olivia and her dog and pony would make a very cute brand for cookies, jams, artisan cheeses as well as products for children. Olivia's Welsh pony is named "My Shakespeare" and her dog is named "Itchy." We would love to see a doll and story book Olivia!

Another event with antiques and great historic presentations is the Point to Point Steeplechase Race at Winterthur Museum, Garden and Library. Fabulous hats are worn by the ladies, antique cars are on display, and sumptuous tail gating is the order of the day. If you are looking for classic, traditional styling, be sure to check out the Hunter Jumper Association A circuit shows.
Olivia's Cookies Carriage Assoc of America
Here we are using Olivia and her pony and dog as a brand for cookies. Can't you imagine a TV ad with her pony trap delivering boxes of cookies? A pretty girl, a cute dog and pony are just the right "Ann of Green Gables" touch to promote a cookie brand.

Disclaimer: please note, these are fictitious product names used to illustrate the equestrian sport branding concept. American Carriage Association is not endorsing any products or businesses.


Artisan Cheese Co-Promotion Carriage Assoc of America
Artisan Cheese
Another way to use equestrian visuals in branding is co-promotion. In the example above we are using a fictitious cheese brand to illustrate how co-promotion might work. The company could also consider being a sponsor of the event or a vendor selling products at the event, or a combination. As you visit websites of equestrian events, take a look at their sponsors, service partners and vendors. Some of the more established shows do have waiting lists and we recommend getting listed on them as soon as possible.

For equestrian groups reading this, we strongly recommend exploring artisan cheese to enhance your event. See if you have any cheese makers in your area and invite them to participate.

Equestrian Sports Marketing, as brand ambassador for The Wine Foundry, of course can develop a wine brand for your business or equestrian event. In states which permit it, The Wine Foundry can obtain the appropriate licensing so you can sell your brand. 501c3's can auction custom label wines. If you would like to develop a product line of rubs, BBQ sauces and steak sauce, we suggest the micro-batch services at ORIGINAL JUAN If you want to sample The Wine Foundry Wines, they are available by the bottle - including a custom label - on the website THE WINE FOUNDRY. Feel free to call Irene Deem at (707) 486-9683 with any questions.