Yellow Tail will spend $6million on advertising during this year’s Super Bowl in the US.
Three years ago, Yellow Tail became the first wine brand in nearly 40 years to air a Super Bowl spot. After two years of ads featuring an animatronic kangaroo, the label has turned to its fans for inspiration.
Yellow Tail asked consumers to post six-second videos on Instagram and Twitter last year with hashtags (#tasteslikehappy and #yellowtailwineus) about what makes them happy.
The videos have been used to create two 30-second ads.
Iain Douglas, CMO of Deutsch Family Wine and Spirits in the US for Yellow Tail, said: “It’s about doing something positive in sharing happiness with others, which is a Yellow Tail core value.”
While AB InBev has exclusive alcohol advertising rights during the game, Yellow Tail gets around it with a regional buying strategy.
Last year, the brand opted to bought local Super Bowl ads in 70 markets across the US. This year its upping the ante with ads in 80 local markets.
Tom Steffanci, president of Deutsch Family Wine & Spirits, said: “The first year we did the Super Bowl, we saw positive indicators and knew we were onto something,” says. “But it wasn’t until the second year that we were able to transition this into sustained growth. We have even higher expectations this year.”
Drinks brands hitting the Super Bowl
AB InBev will feature five of its brands during Super Bowl, including Bon & Viv Spiked Seltzer, Bud, Bud Light, Michelob Ultra and Stella. It will air four 45-second spots, three 30-second spots and one 60-second ad.
The company will also have four billboards and four bumpers at the game itself.
Pizza Hut has decided to expand its beer delivery to about 300 restaurants in preparation for the game and will advertise the service during the Super Bowl telecast. Pizza Hut is the official pizza sponsor of the NFL and says 86% of Super Bowl parties combine pizza and beer.
PepsiCo will debut three 30-second ads featuring Pepsi, Doritos and Bubly. The beverage giant will also get 10-seconds of ad time during the pregame and PepsiCo will sponsor the halftime show.
Super Bowl 2019 will be held on February 3 in Atlanta, Georgia.