New advertising campaign embraces stability and regains fresh approach
WHITE PLAINS, N.Y., Oct. 6, 2011 — "Go-to" for some implies direction. But in the new [yellow tail] advertising campaign which runs through the end of the year, "go-to" implies everyday consistency and reliability. In the campaign, [yellow tail] portrays this consistency in a completely fresh, hip, and cool tone that the company believes will drive growth and consumer interest through the peak holiday season.
"As we celebrated [yellow tail]'s 10th anniversary, we took a hard look at what strategy should guide us moving forward," said Renato Reyes, Chief Marketing Officer, W.J. Deutsch, who imports and sells [yellow tail] in the United States. "With help from The Burns Group, we've cracked the code.
"Our research showed that because of its exceptional quality for the price, [yellow tail] is the automatic 'go-to' choice for millions of wine consumers," Reyes continued. "Our consumers told us that we have the right to own the everyday wine occasion, so we created a campaign that does just that in a contemporary, aspirational and fun manner."
[yellow tail] was introduced in the U.S. in 2001 and quickly became a phenomenon, selling more than 225,000 cases in its first year. Today, with annual sales in the U.S. of more than 8.3 million cases, it remains the best-selling imported wine in the United States. While imports are declining at -1.7% the last 13 weeks, [yellow tail] grew +3.4%.
"From its inception, [yellow tail] has always been a game changer, with its superb quality and unique packaging that gives consumers a fun way to enjoy wine," said Mike Burns, Managing Partner, The Burns Group. "The new campaign takes a fresh approach at bringing this notion to life."
The media plan, designed by MPG, will make [yellow tail] the most visible wine brand during the important holiday season, which kicks off today. The schedule focuses on late night television (Jimmy Fallon, Craig Kimmel, Saturday Night Live) and network cable.
"For a brand that had strong media reach in previous years, this new robust and integrated schedule will reach an unprecedented 180 million adult consumers in our largest campaign ever," said Reyes.
Beyond television spots, the campaign will be fully integrated through point of sale as well as be supported by a digital program led by Facebook.
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: Girard Winery, Windsor Sonoma, Sonoma Coast Vineyards, Kunde Family Estate, Joseph Carr, Josh Cellars; 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; Nine Walks; Portugal: Quinta Do Vale Meao; Spain: Mar De Frades (Rias Baixas), Cruz de Alba (Ribera del Duero), Ramon 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), The Original MOONSHINE and Adult Chocolate Milk (USA) and Villa Massa (Italy). http://www.wjdeutsch.com.
Media Contact:
Laura B. Peet
Director of Public Relations
W. J. Deutsch & Sons
Email
(914) 251-3294
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