Yellow Tail Wine: “The go-to”

Publication: The New York Times

Title: Campaign Spotlight| A Wine Brand Creates a New Theme to Help Spur Growth

Article by: Stuart Elliot

http://www.nytimes.com/2011/08/29/business/media/a-wine-brand-creates-a-new-theme-to-help-spur-growth.html?pagewanted=1&_r=1&ref=media

 

In the new campaign for Yellow Tail wine, the brand conveys the message that their wine is perfect for everyday, more casual events.  Their tag-line reflects that theme by stating Yellow Tail is “The go-to.”

Yellow Tail is really attempting to echo what its consumers have said about their wine. According to the article, people in focus groups have said that Yellow Tail is a “safe choice”, “quality I can rely on” and “a brand I feel good about buying.”

More recently Yellow Tail has faced competition from rivals who have been dubbed “critter wines.”  Brands like Little Penguin and Monkey Bay have mimicked Yellow Tail’s design and brand identity.

The campaign will have radio, print, online/social media and television components.

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