Yellow Tail Becomes First Wine Brand To Advertise On The Super Bowl In Nearly 40 Years
New Marketing Campaign to Debut During Super Bowl LI
STAMFORD, Conn., Jan. 26, 2017 /PRNewswire/ -- 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.
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 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 pretentions – and meant to be enjoyed at any fun, casual occasion that's appropriate for alcoholic beverages.
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."
[ let's yellow tail ]
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 at a more sophisticated party where wine is typically served.
"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."
Multi-Year Campaign
The first commercial features a surprise appearance by super 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 (2010's Karate Kid with Jaden Smith and the current Capital One campaign with Alec Baldwin), and created by advertising agency Burns Group.
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.
About [ yellow tail ]
[ yellow tail ] is the champion wine brand for Casella Wines. Owned and operated in Yenda, Australia, the Casella family has winemaking links going back six generations to Italy. [ yellow tail ] wines are created with a simple philosophy - make a great wine that everybody can enjoy. [ yellow tail ] is America's most beloved wine brand in the U.S. with a dedicated consumer following that cuts across all age groups. [ yellow tail ] has the #1 imported Chardonnay in addition to four other #1 varietals. The brand has the largest social media following in the wine category and was identified by eMarketer as a top alcohol brand in terms of Facebook engagement and the only wine brand to make the top 15.
About Deutsch Family Wine & Spirits:
Initially called W.J. Deutsch & Sons, Ltd., the company was founded in 1981 by Chairman Bill Deutsch to market quality wines produced by prestigious families from major wine regions of the world. In 2009, it announced the expansion of the award-winning company to include a Spirits Portfolio. Today the company is renowned for its brand-building prowess and its ability to meet the needs of the modern consumer. Bill's son Peter Deutsch is CEO; thus two generations of the Deutsch family work side by side in their continuous quest to build strong brands and relationships throughout the wine and spirits industry.
The portfolio includes award-winning wines from Australia: [ yellow tail ], [ yellow tail ] The Reserve, [ yellow tail ] Bubbles; California: Eppa SupraFruta Sangria, Girard Winery, Kunde Family Estate, Joseph Carr, Josh Cellars, The Calling; France: Andre Lurton, Hob Nob Vineyards, Sauvion et Fils, Italy: Barone Fini, Villa Pozzi; New Zealand: The Crossings; Portugal: Quinta Do Vale Meao; Spain: Mar De Frades, Cruz de Alba, and Ramon Bilbao Vinos Y Vinedo; Argentina: Ruta 22, and award-winning spirits from LUKSUSOWA Vodka (Poland), VILLA MASSA® Limoncello (Italy), LICOR 43® (Spain) and REDEMPTION Whiskey (U.S.A.). www.deutschfamily.com
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
Media Contacts:
Karen Brennan, PR Director, Deutsch Family Wine & Spirits
[email protected], 203.965.4355
Wendy McCarthy, Sr. PR Manager, Deutsch Family Wine & Spirits
[email protected], 203.965.4329
SOURCE Deutsch Family Wine & Spirits
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