America’s Most Beloved Wine Brand Makes a Big Bet on the Holidays
WHITE PLAINS, N.Y., Oct. 1, 2012 /PRNewswire/ — It’s going to be a red, green and [yellow] holiday season, according to [yellow tail], the nation’s number one imported wine. The Australian wine label with the iconic yellow tailed kangaroo has set its sights on being Americans’ “go to” holiday wine, with a national advertising campaign airing on late night television, Cable and online from October 1 through January 1.
Deutsch Family Wine & Spirits, the exclusive importer and marketer for [yellow tail], is betting that Americans will go to the kangaroo to serve with their holiday turkey. “[yellow tail] is the most beloved wine brand in the U.S. with a dedicated consumer following that cuts across all age groups. The brand delivers what our consumer research has shown our customers want: reliability, consistency and great value. [yellow tail] is the wine you can count on for any occasion, and with pricing under eight dollars for a 750ml bottle it is the wine you can afford to stock up on for the holidays,” said Tom Steffanci, President, Deutsch Family Wine & Spirits.
“[yellow tail] has the country’s number one selling Merlot and Shiraz and the number three selling Cabernet Sauvignon. This year we’ve added two hot wines to the brand portfolio: [yellow tail] Moscato, one of the most successful launches of the year, and Sweet Red Roo, a naturally sweet red blend of Shiraz, Cabernet Sauvignon and other red varietals. Both are perfect wines for casual parties and fun with family and friends,” Steffanci added.
The [go to] holiday campaign, created by New York-based independent BurnsGroup, celebrates the brand’s position as the choice for every day wine drinking occasions. A 15 second Thanksgiving “Gobble Gobble” spot gathers a flock of gobbling [yellow tail] bottles into the shape of a turkey. The 15 and 30 second TV commercials that have been fondly referred to as “I’ll have the [yellow tail]” spots by consumers will play up the new Moscato to capitalize on the current popularity of this lightly sweet, slightly fizzy wine. A woman’s voice states, “I just love that kangaroo!” with the same fashionista thrill as “I just love that handbag!” And, [yellow tail], like the right handbag, will be the stylish wine for holiday entertaining.
The spots will air nationally from October 1(st) through January 1(st) on popular cable networks and shows including, “The Tonight Show with Jay Leno” (NBC), “Saturday Night Live” (NBC), “Late Night with Jimmy Fallon” (NBC), “The David Letterman Show” (CBS), “The Late Late Show with Craig Ferguson” (CBS), “Jimmy Kimmel Live” (ABC), “The Big Bang Theory,” “Seinfeld” (both syndicated), “The Daily Show with Jon Stewart” and “Mad Men” among other shows.
The multi-million media plan was developed by 2009, 2010 and 2011 Media Agency of the Year MPG: “This will be an impactful media campaign,” says Bonnie Barest, EVP at MPG, “it will reach over 75 percent of the adults 21+ population which represents over 160MM people over a 12 week period. Given the campaign’s wide reach and frequency few [yellow tail] consumers will miss it.”
:30 second with Moscato http://dl.dropbox.com/u/6404669/Brand%2030%20w%20Moscato.mov
:30 second Holiday http://dl.dropbox.com/u/6404669/Holiday30_HD_090211.mov.mov
:15 second “Gobble Gobble” http://dl.dropbox.com/u/6404669/Go-To%20Turkey%20Final%20HD.mov
A companion Facebook campaign will complement the ads. [yellow tail]‘s Facebook presence alone has surpassed expectations; 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.
“We started with about 30,000 Facebook fans 18 months ago and now have over 615,000 fans. [yellow tail]‘s Facebook fans are loyal and engaged; they really do love that kangaroo!” said Steffanci.
According to AC Nielsen the [yellow tail] brand has grown 2.5 percent over the last 52 weeks. Steffanci attributes much of this success to the brand’s [go-to] television and social media campaign for helping fuel the growth.
“We take a full 360 approach to advertising [yellow tail] and we find that television advertising remains the most efficient medium to drive the broadest consumer impact. Combine that with over 600,000 active Facebook fans and you have a successful recipe for driving incremental sales,” said Steffanci. “The [go-to] ad campaign [yellow tail] launched last year was extremely well received. Our post campaign analysis showed consumer ad awareness jumped from around 35 percent to 51 percent, and there was a lot of activity on Twitter following the ads. According to [yellow tail]‘s Brand Health Tracker, it is the number one most recalled wine brand by consumers and it has the most positive brand health scores in the entire wine category, which makes it the brand that most consumers shop for first when they look for wine.”
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. Deutsch Family Wine and Spirits’ brands are sold to the trade with well-planned marketing support and are offered to U.S. consumers at fair market prices. 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: Girard Winery, Windsor Sonoma, Sonoma Coast Vineyards, Kunde Family Estate, Joseph Carr, Josh Cellars, Flirt, The Calling; France: Andre Lurton, Georges Duboeuf, Hob Nob Vineyards, Patch Block, Sauvion et Fils, Vidal Fleury; Italy: Barone Fini, Lionello Marchesi, Villa Pozzi; New Zealand: The Crossings, Nine Walks; Portugal: Quinta Do Vale Meao; Spain: Mar De Frades, Cruz de Alba, Ramon Bilbao Vinos Y Vinedo, and Volteo ; Chile: Llai Llai; Argentina: Ruta 22, and award-winning spirits from LANDY Cognac (France), LUKSUSOWA Vodka (Poland), The Original MOONSHINE® and Adult Beverage Company (USA), VILLA MASSA® Limoncello (Italy) and LICOR 43® (Spain). www.deutschfamily.com
Press Contact: Catherine Cutier
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SOURCE [yellow tail]