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Yellow Tail Unveils New “Go-to” Ad Campaign

October 6, 2011

W.J. Deutsch & Sons is launching a new ad campaign this fall for Yellow Tail, the U.S. market’s top selling imported wine brand at 8.3 million cases in 2010. Aligned with the brand’s 10th anniversary, the campaign will be attached to the tagline “Go-to,” meant to convey that Yellow Tail is America’s go-to wine brand. Replacing the previous “Open for anything” campaign, the new theme will target consumers during the holiday season in what Deutsch calls a “fresh, hip, cool” tone to pique consumer interest and drive holiday sales. A Deutsch spokesperson said the media value is estimated to be $9 million through the end of the company’s fiscal year (March 31, 2012).

The new campaign, which was created by MPG, attempts to make Yellow Tail one of the most visible wine brands by focusing on late night television shows, like Late Night with Jimmy Fallon and Saturday Night Live, as well as network cable programs. In addition to television, the campaign will be supported at point of sales and through Facebook. “For a brand that had strong media reach in previous years, this new robust and integrated schedule will reach an unprecedented 180 million adult consumers in our largest campaign ever,” said Renato Reyes, chief marketing officer at W.J. Deutsch & Sons.

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