New Marketing Campaign to Debut During Super Bowl LI
Since arriving on the scene in 2001, [ yellow tail ] has changed the way people think about and consume wine. With its innovative packaging featuring a kangaroo in the center of the label and various brightly-colored bars to distinguish grape varietals, [ yellow tail ] immediately stood out on store shelves and helped introduce America to the concept that wine can be accessible and approachable. It was a game-changer: for the first time, people could get high-quality wines for less than $10. Consumer response was incredible and [ yellow tail ] made history as it grew to eight million cases in a matter of five years.The new marketing campaign, which makes its official debut on Sunday, February 5 during Super Bowl LI showcases the fun side of wine. It conveys that [ yellow tail ] is as comfortable at a barbecue as it is a more sophisticated party where wine is typically served.
Today, [ yellow tail ] continues to break wine conventions and will become the first wine brand in nearly 40 years to advertise during the Super Bowl. The brand will kick off a new, multi-year marketing campaign with a 30-second spot that will air in the first half of the game in all major markets. The new campaign, [ let’s yellow tail ] introduces fans to the brand’s first-ever spokesperson, ‘Yellow Tail Guy’. Along with his trusty sidekick, ‘Roo’ – a friendly Australian kangaroo – the brand’s laid-back Australian personality comes to life, embodying the spirit of the brand and bringing the fun whenever a bottle of [ yellow tail ] is opened. The ads convey a message that wine is approachable – saying goodbye to wine rules – and meant to be enjoyed at any fun, casual occasion that’s appropriate for alcoholic beverages. Continue reading