Not only is Black Caviar, our undefeated Australian thoroughbred mare, a legendary race horse but she now spends her days earning an additional income for her owners. With 25 wins from 25 starts, she holds her place in racing history including the Australian Horse Of The Year.
Through an innovative licensing deal with one of Australia’s leading equine product manufacturing brands Joseph Liddy, the Black Caviar brand is available in horse shampoo and conditioner, cost gloss, hoof black and a full grooming kit with brushes.
The iconic peach and black jockey colours are transformed into the packaging and the Black Caviar brand remains a selected choice for those in the business.
The Black Caviar brand remains a front runner with her new foal reputed to be worth an estimated $5 million. But she is not for sale at any price concede her owners. Sired by Snitzel, another outstanding Australian stallion, the new filly is happy at home with her doting mum and is the third foal in as many years bred from Black Caviar.
Brand Licensing and horse racing is still a new concept as it can be debated that the only horse deserved of such a programme, has to be deemed the best in the world. The horse, its owners and the jockey are all integral to the brand image and the ability to leverage from these brand attributes into complementary products.
The secret to all successful brand licensing is to keep the consumer programme relevant and tight. The Black Caviar range has limited sku’s and aimed directly for grooming of your horse. The brand owners and Joseph Liddy understood that perhaps there were equine fans who aspired to the Black Caviar brand and wanted a winner’s brand associated. They were right.
With Melbourne Cup today, we thought you would enjoy our fun intellectual property licensing did-you-knows.
To successfully venture into licensing, control of your brand is mandatory. Untapped Agency offers Trademarks Attorney services and is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, fashion, designs, innovations and trademarks into innovative, new consumer products, services and promotions.