This campaign introduced America, and much of the world, to Yellow Tail wine. Avoiding all traditional wine clichés, we leveraged the wine’s most noticeable asset: it’s quirky name. And created a campaign that was simple, fun, iconic, and, unlike and any other wine advertising of the time. The results were unprecedented. In the wine industry, if you sell 100,000 cases a year, you have a viable brand. If you sell, 1,000,000 cases, you have one of the most successful brands out there. If you sell nearly 10,000,000 cases they write a Harvard Case Study about you.
If you’d like to see that case study, visit the Harvard Business Review at www.hbr.org.
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