Yellow Tail marketing boss says $5m Super Bowl regional buy ‘absolutely’ worth viewers’ eyes
The global marketing boss of Casella Family Brands has said the $5m investment in a 30 second ad for Yellow Tail Wine, was “absolutely” worth the expected 85% viewer reach at the Super Bowl.
The 30 second ‘Let’s Yellow Tail’ ad will reach 70 markets across the US.
Casella Family Brands, together with Havas Media, bought individual media slots in 70 markets across the US, making Yellow Tail the first wine brand to advertise at the US’ largest sporting event in forty years.
The brand was able to find a loop hole to Anheuser-Busch InBev’s exclusive alcohol ad rights, which prevent other alcohol brands from placing national ads during Super Bowl, through regional media buys.
Regretfully, too many of my fellow ‘Mercians will want to know how did they train the kangaroo.
“Created by US agency….”
There’s ya problem, right there…
“Own fun”
And the marketing rhetoric that led to such a forgettable ad is revealed