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Exclusive: Yellow Tail To Return To The Super Bowl With $5 Million Ad Effort

November 9, 2018

After declining in volume for a number of years during a difficult period for the Australian wine category, the Yellow Tail brand, imported by Deutsch Family Wine & Spirits, has enjoyed an improved performance so far in 2018. Deutsch Family tells SND that Yellow Tail will get another significant boost early next year with its third consecutive Super Bowl advertising push.

“Yellow Tail has been strong this year, gaining share in the $4-$7 price tier,” says Deutsch Family chief marketing officer Iain Douglas. “The improved sales and brand metrics are strong indicators that the Super Bowl ads and supporting programming we ran the past two years have had a positive impact.”

Yellow Tail made a splash in 2017, becoming the first wine brand in four decades to advertise in the Super Bowl. It returned for an encore in last year’s big game, and for the 2019 Super Bowl, it will spend $6 million to reach an estimated 100 million viewers. The outlay accounts for a large portion of Yellow Tail’s planned media spend of over $10 million for the full year.

The fifth-largest wine brand in the U.S. in volume terms—and by far the largest import label—Yellow Tail was down 6.4% to 7.4 million cases in 2017, according to Impact Databank, selling at an average of $6.90 a 750-ml. But in the year-to-date through October 7, it grew 1.1% by volume in IRI channels, and eked out a 0.1% value increase. Deutsch will look to build on that performance with more Super Bowl exposure.

The brand’s upcoming Super Bowl effort, which will air during the game on Sunday, February 3, is entitled “Tastes Like Happy” and will include fan-produced videos. Yellow Tail fans can submit short videos on social media, and the brand will feature two of them in its Super Bowl commercial. Yellow Tail will also select one grand prize winner to take an all-expenses-paid trip for two to their “happy place,” and share the experience with its 1.3 million social media followers. In addition to the Super Bowl, the Tastes Like Happy campaign will run across iHeart Radio, YouTube, Buzzfeed, and other channels.—Daniel Marsteller

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