The largest imported wine brand in the United States, [yellow tail] sells eight million cases a year. Even so, January is typically a slow month for wine sales. The brand’s Super Bowl campaign proved successful, with [yellow tail]’s January 2017 figures 10 per cent larger than its average monthly sales.
The brand’s Super Bowl promotion began in December 2016 and ran through to mid-February 2017, across both point of sale and public relations. The brand pre-released its Super Bowl ad online, leading to 200 million media impressions. Following the ad’s Big Game premier, [yellow tail]’s brand awareness increased by 12 points and purchase intent for those who viewed the ad doubled. [yellow tail] executives have acknowledged the ad’s huge success by adding new primetime commercial airings for the next 30 days.
Casella Family Brands Managing Director John Casella said, “We knew that we needed to make a big impact with our next campaign to engage US consumers, drive brand awareness and increase sales.
“The results to date demonstrate our investment in the Super Bowl campaign was the right strategy for the [yellow tail] brand; it has been 12 years since we’ve experienced growth of this magnitude within a single month and we are confident that [yellow tail] will continue to go from strength to strength in our biggest market.”
CEO Deutsch Family Wine & Spirits Peter Deutsch added, “We are extremely proud that [yellow tail] ended the 40-year wine drought in Super Bowl advertising.
“We are thankful for the incredible support from our distributors and retailers who helped us leverage the ad with more than 280,000 cases of [yellow tail] on display. That’s probably more than at any other moment in the brand’s life.”
[yellow tail] says the Super Bowl campaign is part of the brand’s new advertising campaign, and is the first in a series of ads it plans to run over the next three years.
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