Daniel Nutman Senior Creative
Ideas that
Repositioning one of Australia’s most famous wine brands
[yellow tail] - We Take Wine Seriously
[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.
For years, [yellow tail] was perceived as merely "a wine for those who don't know wine."
This campaign repositioned the brand by highlighting its true purpose: creating a quality product for people who appreciate what wine is really about – the enjoyable moments it helps create.
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.
For years, [yellow tail] was perceived as merely "a wine for those who don't know wine."
This campaign repositioned the brand by highlighting its true purpose: creating a quality product for people who appreciate what wine is really about – the enjoyable moments it helps create.
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.