The campaign, which taps into the ideas of discovery and adventure, includes outdoor media, digital, PR, in-store activity and experiential. The creative features designs by Australian artists Edwina Buckley, who has previously worked with brands including Zimmerman and NRMA.
Because was appointed to the creative and experiential brief following a pitch.
Meredith Cranmer, business director at Because, said: “We’re really proud to be working with such an iconic Australian brand and with a fresh and talented illustrator in Edwina. The Yellow Tail ‘Discover your colour’ campaign promises to be an exciting platform to engage consumers and introduce them to the colourful world of Yellow Tail wine.”
Karla Wheeler, brand manager at Casella Wines, which owns the Yellow Tail brand, added: “We are excited to be taking such a creative-led approach with the ‘Discover your colour’ campaign. We want Yellow Tail to continue to stand out in the wine category as a fun and vibrant brand.”