Yellow Tail isn’t letting beer have all the fun in this year’s Super Bowl. The wine brand is in the Big Game for the first time with a regional spot that helped it circumvent Anheuser-Busch’s exclusive alcohol category ad rights for the Super Bowl.
The brand will kick off a new multiyear marketing campaign with the 30-second spot, which will air in the first half of the game in 80 percent of the country, including the top 30 TV markets.
The ad from Burns Group features a new spokesperson, “Yellow Tail Guy,” and a kangaroo sidekick enjoying Yellow Tail wine at a party, a backyard barbecue and the beach.
“We’re using comedy to show that this wine is really fun to drink—to show that of the 5,000 wine brands in the space, Yellow Tail is the one that’s associated with fun,” said Mike Burns, founder of Burns Group.
Other than A-B’s exclusive alcohol rights, many wine brands have also stayed away from advertising in the Super Bowl because they don’t have the national distribution that Yellow Tail does, according to Burns.
“A wide base of Yellow Tail’s consumers will be a part of the mass audience watching the Super Bowl,” he said. “Thirty million households serve wine during the game, so it seemed like a brand in the wine category that stands for fun and sociability deserves a place in the Super Bowl.”