[yellow tail] wine launches new light-hearted brand campaign via Common Ventures

[yellow tail] wine has launched an Australian brand campaign via full-service agency Common Ventures.

Since arriving on the scene in 2001, [yellow tail] has changed the way people think about and consume wine.  The new above the line campaign aims to reinforce this and serves to remind consumers that wine can be accessible and approachable.

The core campaign idea celebrates [yellow tail]’s light hearted approach to the category, establishing [yellow tail] as a wine for the people.

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Says Emma Fogarty, brand manager [yellow tail]: “The campaign takes a different approach to communicating about wine. Many wine brands refer to tannins, soils, aromas and flavours but at [yellow tail] we keep it simple for our consumers. That’s what the campaign idea is all about; we take wine seriously, so they don’t have to.”

Says Brian Merrifield, Common Ventures: “There’s so much snobbery associated with wine – I should know as I’m one of those perpetuating it. However, most Aussies love wine but are intimated by the snobbery some people choose to place upon it. Both [yellow tail] and Common Ventures want to make sure that the audience doesn’t need to question the quality of the wine so that they can just focus on having a great time.”

Says James Crawley, Common Ventures: “Aside from being great fun to work with the [yellow tail] team really know what the brand stands for. To see that through with a great director like Ariel Martin from Film Graphics was particularly satisfying.”

Common Ventures handled all above the line communications and media strategy for the campaign, comprising of television, press, transit and OOH channels. The campaign has been extended into social media by We Are Social through a content strategy which asks fans to share their own lengthy and superfluous vernacular for everyday items.

Client: Casella Family Brands

Music: We Love Jam