Casella Wines readies first Yellow Tail campaign
By Adnews Staff
Casella Wines is preparing the first Canadian advertising campaign for its Yellow Tail brand. The campaign is an extension of the brand's "Play By Your Rules" creative concept, which was first used by the company in March. The campaign features the stresses consumers can feel when buying or drinking wine. The creative encourages consumers to disregard the rules of wine and enjoy it for the taste. "The Canadian market has consistently embraced our brand, and we felt it was time to build on that momentum with a campaign of this size," said Javier Santos, Canadian sales and marketing manager for Casella Wines. "This new campaign showcases the fun, approachable qualities that Yellow Tail is famed for. The current advertisements build on the philosophy that from the exclusive to the everyday, Yellow Tail can be enjoyed at any moment and is the perfect pairing for any situation." National print advertising will run in Chatelaine, Canadian House & Home, Style at Home and Metro. Radio ads will run in BC and Ontario on CHUM, Virgin Radio and Jack FM stations. The campaign will also include billboards in BC and Ontario, online materials and public relations. It will begin in October and run until Dec. 21. The campaign was developed by DraftFCB, with public relations by Hill & Knowlton Canada.