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Yellow Tail Super Bowl Ad Marks Wine Industry’s Return To The Big Game

January 27, 2017

On February 5, Deutsch Family Wine & Spirits’ Yellow Tail will become the first wine brand in almost 40 years to advertise during the Super Bowl. The brand’s new multi-year marketing campaign will debut with a 30-second spot set to air during Super Bowl LI’s first half in all major markets. The push will introduce Yellow Tail’s new spokesperson, Yellow Tail Guy—intended to convey an approachable positioning, according to the company—as well as Australian supermodel Ellie Gonsalves. The campaign will also include in-store marketing, digital and online activations and social media.

A partnership between Deutsch and the Casella family, Yellow Tail ($6.99) is the fifth-largest wine brand in the U.S. at 8 million cases, according to Impact Databank, but has struggled to gain additional ground in recent years, mirroring the general trend within Australia’s below-$10 tier. “Typically when brands in this category plateau, marketers begin to dump price and reduce their marketing budget,” CEO Peter Deutsch recently told SND. “We’re taking a contrarian approach. We’ve actually doubled down on the size of our marketing investment. We want to remind consumers that wine can be fun, and can be enjoyed anywhere that beer can be enjoyed.” —Kimberly Tharel

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