White Plains, NY (PRWEB) October 28, 2010
[yellow tail] wine, the #1 wine brand in the U.S*, will be increasing its media spending by more than 60% this holiday season and will be the #1 advertised wine brand in America**. On November 1, [yellow tail] wine will unveil its new holiday television spot entitled “[yellow tail] Gobble it Up,” marking the company’s most ambitious holiday media plan to date, virtually doubling the impressions from the first year of the popular “Open for Anything” campaign. Bolstered by increased advertising and the support of distributor partners, [yellow tail] wine hopes to be the #1 displayed wine brand for the holidays, spurring millions of purchases.
This next iteration of television advertisements for the multi-million dollar “Open for Anything” campaign begins with “[yellow tail] Gobble it Up,” a 15 second, CGI animated spot designed to celebrate Thanksgiving. Capitalizing on the unique wit and color hues that [yellow tail] wines is synonymous with, “[yellow tail] Gobble it Up” brings the brand and its multiple wine varieties directly to top cable stations including TLC, A&E, TNT, USA network, Food Network, and TBS. A second wave of holiday-themed spots will run from Thanksgiving through early January 2011. For the third straight year [yellow tail] wine will have increased visibility on cable television during the holiday season, and anticipates being the only still wine brand to offer consumers a consistent television presence through New Year’s Day.
“[yellow tail] wine is a guest in many peoples’ homes during the holiday season, and we’re going to keep the celebration going with our new television spots,” said Renato Reyes, Chief Marketing Officer at W.J. Deutsch. “The evolution of our “Open for Anything” campaign demonstrates our commitment to connecting with consumers during their home entertaining occasions as well as at point-of-purchase. This holiday season [yellowtail] will continue its tradition of inviting adult wine consumers into the category with its fun and approachable nature and because it is great wine at a great price.”
The BurnsGroup, which also designed the original 2009 “Open for Anything” commercials – entitled “Tragedy” and “Swirl” – created “[yellow tail] Gobble it Up” and the subsequent holiday spots. Based in New York, the team consisted of Creative Directors Glen Levy and Paul Kwong and Producer Becky Razzal from Driver. BurnsGroup has handled U.S. advertising duties for the brand since July 2009 and created the “Open for Anything” campaign that first debuted last October.
Throughout the holiday months, consumers can visit the YouTube and Facebook pages of [yellow tail] wine to view the spots, along with their web site, http://www.DiscoverYellowTail.com.
[yellow tail] wines offer a perfect bottle to complement any holiday meal, including 13 red and white wine varietals and blends, [yellow tail] Bubbles available in white and rose, and [yellow tail] Reserve offered in Pinot Grigio, Chardonnay, Cabernet-Sauvignon, Merlot, or Shiraz.
- According to Nielsen 52 week data ending Aug 21, 2010
** According to Nielsen Media Research, 2010
About W. J. Deutsch & Sons
W.J. Deutsch & Sons, Ltd. was founded in 1981 by Chairman Bill Deutsch to market quality wines produced by prestigious families from major wine regions of the world. In 2009 Deutsch announced the expansion of the award-winning company to include a separate Spirits Division, W.J. Deutsch Spirits LLC. Deutsch’s wines and spirits are sold to the trade with well-planned marketing support and are offered to U.S. consumers at fair market prices. Today the company is renowned for its brand building prowess and its ability to meet the needs of the modern consumer. Bill’s son Peter Deutsch is CEO; thus two generations of the Deutsch family work side by side in their continuous quest to build strong brands and relationships throughout the wine and spirit industry.
The W.J. Deutsch & Sons portfolio includes award-winning wines from Australia: [yellow tail], [yellow tail] The Reserve, [yellow tail] Bubbles; California: Esser Vineyards, Kunde Estate; France: Andre Lurton, Georges Duboeuf, Hob Nob Vineyards, Patch Block, Pierre Sparr, Sauvion et Fils, Vidal Fleury; Italy: Barone Fini, Castello di Monastero, Coldisole, Poggio alle Sughere, Lionello Marchesi, Villa Pozzi; New Zealand: The Crossings; Portugal: Quinta Do Vale Meao; Spain: Mar De Frades (Rias Baixas), Cruz de Alba (Ribera del Duero), Ramón Bilbao Vinos Y Vinedos (Rioja), and Volteo (Castilla); Chile: Llai Llai; Argentina: Ruta 22, and award-winning spirits from Landy Cognac (France), Luksusowa Vodka (Poland), Original MOONSHINE (Virginia) and Villa Massa (Italy). http://www.wjdeutsch.com
About [yellow tail]
[yellow tail] is the champion wine brand for Casella Wines. Owned and operated in Yenda, Australia, the Casella family has winemaking links going back six generations to Italy. [yellow tail] wines are created with a simple philosophy - make a great wine that everybody can enjoy. [yellow tail] is everything a great wine should be; approachable, fresh and full of flavor.
The [yellow tail] wine portfolio includes ten [yellow tail] varietals (including Shiraz and Chardonnay), three blends and a Sparkling White and Rosé wine. The [yellow tail] Reserve portfolio includes five varietals, Cabernet Sauvignon, Merlot, Shiraz, Chardonnay, and Pinot Grigio.