Leave it to modest Mike Weir to name his own brand of alcohol Underdog Wine. After all, the master golfer has already won eight PGA golf tours, but still insists he's the underdog at these competitions. It must be the Canadian in him.
What isn't so modest, however, is Underdog Wine's unique branding, which is actually quite flashy. The labels use a typeface that's reminiscent of olden day boxing matches, invoking a fighter's spirit from its buyers. Its simplistic and rugged bottle shape also makes potential customers instantaneously empathize with the wine brand as something blue collar individuals can readily drink and enjoy.
Implications - Consumers romanticize impoverished individuals achieving great success because it gives them hope that one day they too can accomplish this challenging goal. Corporations may consider sharing their company history with consumers as a method of building empathetic relationships between the two.