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.
The first commercial features a surprise appearance by model Ellie Gonsalves, an Aussie native and L.A. transplant who can be seen in magazines like Maxim and in the current Guess ad campaign. It is the first in a series of ads that will continue for three years, and was directed by Harald Zwart (the current Capital One campaign with Alec Baldwin), and created by advertising agency Burns Group.
More and more people continue to reach for wine. Sales have grown every single year since 19951, and wine has steadily grown faster than beer for the past four years.2 Wine sales spike 9% the week leading up to Super Bowl,3 and last year thirty million people, or one out of four viewers, served wine during the big game.4
“In an age of constant distractions, Super Bowl is the one TV event where 120 million Americans stop and watch simultaneously,” said Tom Steffanci, President of Deutsch Family Wine & Spirits. “[ yellow tail ] wine is putting wine back on TV’s biggest stage for the first time in decades to show America how fun and versatile wine can be.“
“At [ yellow tail ] we believe in breaking convention and creating moments of fun,” said Renato Reyes, Chief Marketing Officer of Deutsch Family Wine & Spirits. “Unlike typical assumptions about wine as serious and highbrow, our Yellow Tail Guy and Roo are on a mission to shake things up and proclaim our belief in fun. The Super Bowl is a perfect time to show that wine belongs at any celebratory occasion.“
In addition to the game time advertisement, the campaign will include in-store marketing, digital and online activations, social media and a consumer contest to win an all-expenses-paid trip to Australia.
1 Source: Beverage Information Group Wine Handbook 2016
2 Source: Nielsen Total U.S. All Outlets 52 weeks ending 1.4.14, 1.3.15, 1.2.16, 12.31.16
3 Source: Nielsen Off -Premise Measured Channels past two years 2014-2016
4 Source: Nielsen “Super Bowl: Did You Know” 1.25.16