Tails, You Win
October 17, 2007
NEW YORK — [yellow tail](R), America’s number
one imported wine*, recently launched one of the largest integrated
advertising campaigns in its history. The ads, incorporating the new
[yellow tail] tag line “Tails, you win,” is led by a variety of
“out-of-the-bottle” three- dimensional (3-D) billboards and interactive
print advertisements, including massive replicas of the famous 1930s
Kit-Cat Clocks, larger-than-life glowing fireflies and temporary tattoos.
Running through December 2007, the campaign also includes new television
advertisements and event sponsorships.
Created by Cramer-Krasselt (New York), the highlight of this campaign
is the 3-D billboards appearing in 12 markets over the next few months. New
York, Los Angeles, Chicago and San Francisco will play host to working,
yellow- tailed replicas of the world-famous Kit Cat Clock. The clock
typically recognized for its wagging tail and roaming eyes, has been
re-created to feature a giant swinging yellow tail to typify the wine
brand. The second 3-D billboard, depicting four fireflies resting on a
black backdrop with brightly blinking yellow tails, will be displayed in
New York, Philadelphia, Boston, Dallas, Atlanta, Seattle, Phoenix,
Cleveland and Miami.
To complement this new outdoor campaign, print-focused creative ads
will appear in a variety of publications such as Details, Domino and Vanity
Fair, and two magazines – Real Simple and The New Yorker – will host
special interactive print ads. While the basic “Firefly” creative will be
placed in many print outlets, the November issue of Real Simple will
feature the insects with brightly glowing yellow tails. The print ads will
glow similarly to their billboard counterparts, only the glow will be
on-demand when the reader presses an on-page button.
Moreover, the October 22 issue of The New Yorker will include a
temporary tattoo of a yellow-tailed dragon along with its page-sized print
advertisement clone. The tattoo takeaway will give consumers an opportunity
to sample their sassy and spontaneous side.
“[yellow tail] has a voice that stands on its own and ‘Tails, You Win,’
embodies our unique and distinctive personality,” said Isabelle McDonnell,
Marketing Director, [yellow tail] wines. “The larger-than-life
advertisements are conveniently and strategically located to display the
unconventional platform that [yellow tail] takes time and time again.”
To further sustain the advertisement campaign, [yellow tail] is
sponsoring numerous events in conjunction with print publication partners
such as the Teva Mountain Games and most recently The New Yorker Festival,
which concluded on October 7, as well as supporting a category exclusive
television sponsorship on the Independent Film Channel (IFC).
About [yellow tail]
The [yellow tail] wine portfolio includes [yellow tail] varietals and
blends: Chardonnay, Shiraz, Merlot, Cabernet Sauvignon, Riesling, Pinot
Grigio, Pinot Noir, Shiraz-Cabernet, Cabernet Sauvignon-Merlot and Shiraz-
Grenache and a Sparkling White Wine. [yellow tail] The Reserve wine
portfolio includes Chardonnay, Shiraz, Merlot, Cabernet Sauvignon, Pinot
Grigio and Pinot Noir. [yellow tail] and [yellow tail] The Reserve wines
are produced by John Casella and Chief Winemaker, Alan Kennett of Casella
Wines, Australia. For more information, log on to
http://www.yellowtailwineusa.com.
About W.J. Deutsch & Sons:
W.J. Deutsch & Sons was founded in 1981 by current Chairman, Bill
Deutsch to market quality wines produced by prestigious families from major
wine regions of the world. These wines are sold to the trade with
well-planned marketing support and offered to U.S. consumers at fair market
prices. W.J. Deutsch & Sons is a family-owned business working almost
exclusively with family-owned wineries. 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 relationships throughout the wine
industry. The W.J. Deutsch & Sons portfolio of award-winning wines includes
from France: Andre Lurton, Georges Duboeuf, HobNob Vineyards, J. Vidal
Fleury, Pierre Sparr, Sauvion et Fils; California: Artesa Winery and
Vineyards, Esser Vineyards, Kunde Estate, Renwood Winery; Italy: Barone
Fini, Villa Pozzi, Lionello Marchesi; Chile: Vina Carmen; Hungary:
Disznoko; Spain: Montecillo, Osborne Solaz, Osborne Brandies and Sherries;
Portugal: Quinta Do Vale Meao, Osborne Port; Argentina; Bodegas Septima;
New Zealand: The Crossings; Australia: [yellow tail], [yellow tail] The
Reserve.
For additional information about W.J. Deutsch & Sons, as well as its
product portfolio, visit the company’s Web site at
http://www.wjdeutsch.com.
*(SOURCE: AC Nielsen Latest 52 wks ending June 2, 2007, FDL WL)
High-resolution, digital artwork furnished upon request. Heads up. Drink
Responsibly.
MEDIA CONTACT:
Danielle Eddy Donna White
Catalyst W. J. Deutsch & Sons, LTD
(212) 971-1068 X295 (914) 251-3294
deddy@catalystpublicrelations.com donna.white@wjdeutsch.com
SOURCE [yellow tail](R)
