Dolly Parton Rocks Out Cracker Barrel

10 March 2009

I’ll gladly admit it – i love Dolly Parton.  Always have, always will.  From 9 to 5 and Best Little Whorehouse in Texas to Steel Magnolias and even Rhinestone Cowboy she can do no wrong.  So I was thrilled to hear she has some new music coming out, and provides us with a great example of smart brand connecting.  Dolly is obviously true country magic and her songs are loved by people who love country music and most likely, good ol’ down home cookin.  So when it came time to spread the word about her new album (with some old songs and some new songs) Dolly knew exactly where to look – Cracker Barrel.

Cracker Barrel has entered the exclusive music distribution world, and on March 23 will be the only place to buy Dolly’s new album – Backwoods Barbie, Collectors Edition – with three new songs with a Cracker Barrel twist like Hallelujah Holiday and Berry Pie. (Similar to Prince being offered exclusively at Target and Dave Matthew at Starbucks.)  Cracker Barrel has nearly 600 stores across the US, known for its good country home cookin and almost equally known for the restaurants’ front porch rocking chairs – a great place to wait for your table and your great food.  On the first day of the new album being available each Cracker Barrel will have 2, Dolly Parton pink rocking chairs for sale – with Dolly’s signature – all limited for those avid Dolly collector fans.

This is a great example of a brand (that would be Dolly) that has a clear definition of its brand and its fans and where the two meet.  Sometimes brand partnerships can feel forced or just simply akward and don’t do anything for the two brands.  Luckily Dolly has the smarts to know where her brand naturally fits and can entertain and engage with her fans in new and different places.

And a mini plug for Dolly, 9 to 5 The Musical is coming to Broadway starting in April, if you are in NYC I’d of course highly recommend it.

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