Repositioning one of Australia’s most famous wine brands
[yellow tail] takes crafting quality wine seriously, but believes enjoying it shouldn't be.
We Take Wine Seriously is an integrated campaign designed to make wine culture feel less intimidating and more accessible to everyday people.
The campaign doubled unprompted awareness from 4% to 8%, drove a 17% increase in purchases, and boosted sales by 26% among Australian drinkers already familiar with the brand.
We Take Wine Seriously is an integrated campaign designed to make wine culture feel less intimidating and more accessible to everyday people.
The campaign doubled unprompted awareness from 4% to 8%, drove a 17% increase in purchases, and boosted sales by 26% among Australian drinkers already familiar with the brand.