White Plains, NY, October 23, 2009 — [yellow tail] wine®, the country's number one wine brand, is launching a new multimedia campaign, entitled "Open for Anything™," that will debut on Friday, October 23 and air throughout the holiday season.
"[yellow tail] stands alone as the top wine brand in the U.S. due to our unprecedented, consistent offering of fun, approachable, affordable wine with a taste that consumers love and trust. This campaign reinforces the brand's leadership status by going where most wines cannot go," said Mark Lyle, Vice President of Marketing for W.J. Deutsch & Sons, Ltd., importer of [yellow tail].
"Despite our early growth and our high brand loyalty, [yellow tail] is still a discovery brand," said Isabelle McDonnell, Director of Marketing for [yellow tail] wines. "Through the new ad campaign we have the opportunity to take that to the next level and deepen consumer affinity and awareness of [yellow tail]."
"The 'Open for Anything' campaign reflects the brand's attitude in a humorous, unexpected way," said Mike Burns, Managing Partner of the BurnsGroup, creators of the 'Open for Anything' campaign. "[yellow tail]'s fans absolutely adore that it's a great quality wine that doesn't take itself too seriously."
The broadcast spots, created by the BurnsGroup (New York), were directed by Tarsem, winner of the Cannes Best Director award. His acclaimed directorial work ranges from the award-winning R.E.M. music video "Losing My Religion" to the feature film "The Cell" (starring Jennifer Lopez) and dozens of commercial advertising spots for the likes of Nike, Coca-Cola, Pepsi and Levis.
The first commercial, entitled "Tragedy," depicts a couple lamenting a spilled bottled of [yellow tail] wine through over-the-top operatic dialogue. However, the "tragedy" is averted when the man triumphantly reveals "we have more!" and produces two new bottles. A second execution, entitled "Swirl," shows a romantic meeting that occurs when [yellow tail] wine magically swirls from a woman's glass into a man's empty glass nearby. Moments later the couple is married.
Planned spending for the campaign, which will appear in national television, online, and in-store is $7 million. The launch of the campaign marks a busy year for the wine brand. In July, the brand added to its white varietals by introducing Sauvignon Blanc to its 12-varietal portfolio.
BurnsGroup, established in 2006, is headed by Mike Burns, former CEO of Saatchi & Saatchi New York. BurnsGroup's 2009 Client's include W.J. Deutsch, Gorton's Seafood, Pegasus Capital, Halo Pet Foods, Vonage, and Wyeth Consumer Health. The BurnsGroup mission is to create Category of OneTM brands for its Clients. Located in New York City's Soho neighborhood.
For more information see www.burnsgroupnyc.com, or contact Mike Burns at firstname.lastname@example.org.
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If you are a retailer who is interested in carrying [yellow tail], please visit www.wjdeutsch.com.
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