Drinking Yellow Tail wine during the Super Bowl

Tom Dougherty, CEO – Stealing Share

30 January 2017

Yellow Tail is copying most beer advertising

It’s surprising, if you think about it, that no wine brand has advertised during the Super Bowl in nearly 30 years. Yellow Tail is ending that drought.

We find almost no value in spending the dollars to advertise on the Super Bowl. As a general rule, your advertising dollars are better spent elsewhere.

Yellow Tail is adopting an unusual strategy, though, when it comes to its media buy. It’s buying up local ad time instead of national time. More than 70 markets will see the spots, which feature a spokesman (Yellow Tail Guy) and his sidekick Roo, a kangaroo.

“Because of that, the Australian wine isn’t standing apart. It’s asking to be included. But it’s already included. To gain true preference, it must be different and better.”

I don’t know for certain if this approach is more cost-effective, but it must be. Otherwise, why do it?

Yellow Tail is hoping to up the trend of more consumers drinking wine and less drinking beer. Beer usually dominates Super Bowl advertising. Yet, the major beer brands face increased competition from spirits and wine as well as craft beers.

Yellow Tail is the one of the best selling wine brands in the US and can take a leadership position here. (As an Australian wine, it’s also among the top-selling import alcohol beverages.)

Is the Yellow Tail ad any different than beers?

The new campaign goes directly after beer saying that drinking Yellow Tail is fun. “Let’s Yellow Tail” attempts to offer an option to similar advertising among beers.

Beer advertising is all about fun. Because of that, the Australian wine isn’t standing apart. It’s asking to be included. But it’s already included. To gain true preference, it must be different and better.

Having Yellow Tail Guy ask a bikini-clad girl to pet his kangaroo is not different and better. In fact, those catching the ad might think it’s an ad for a beer.

The media strategy is interesting and worth following. (About 85% of the Super Bowl audience will see the campaign.) But it can do better on advertising strategy.

See more posts in the following related categories: Beer advertising Super Bowl Super Bowl Advertising wine Yellow Tail

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Walmart grocery delivery to overtake Amazon?

  Walmart grocery delivery   Tom Dougherty, CEO - Stealing Share 19 February 2019 Walmart grocery delivery to overtake Amazon? I hate grocery shopping. Let me say that up front. Every Saturday or Sunday, we trek to the nearest Harris Teeter and pile our cart...

Measuring TV advertising effectiveness

  TV Advertising Effectiveness   Tom Dougherty, CEO - Stealing Share 18 February 2019 Measuring TV advertising effectiveness I found a new study utterly hilarious as it says as much about the state of TV advertising effectiveness as it does about attention...

How feasible is the Toys R Us return?

  Toys R Us return   Tom Dougherty, CEO - Stealing Share 13 February 2019 How feasible is the Toys R Us return? It appears the rumors of Toys R Us demise are greatly exaggerated. Tru Kids Brands announces that it has begun the Toys R Us return by reopening...

Share This