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June 26, 2008
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Australian wine brand uncorks global experiential campaign




UK consumers are getting to know the [yellow tail] brand of wine this summer, thanks to an experiential campaign launched by Australian wine company Casella Wine, which will be rolled out globally later in the year.

The brand, which claims to take “an unpretentious and accessible approach to wine”, will embark on a marketing campaign with a unique approach to connecting with consumers.




Phone for a drink: Casella's [yellow tail] wine experience


“As a brand that really values consumer engagement and word of mouth, the ability to make a personal connection is very important to us,” said Keith Fisken, the company’s senior brand manager. “The experiential campaign we have created through our collaboration with Jack Morton Worldwide allows us the opportunity to do so.“

Casella Wine, which has successfully established [yellow tail] in other territories including the US and Australia, has begun its UK campaign and will reach out to consumers throughout the summer.

“[yellow tail] is a very exciting brand whose ethos is a perfect fit for experiential campaigns with the unique ability to make a very personal, emotional connection with consumers,” said Jack Morton Worldwide managing director Julian Pullan. “The brand is well placed to firmly establish itself here in the UK and we are delighted to embark with them in the development of this new relationship.”

Jack Morton has also been appointed by Casella to launch experiential campaigns in Australia, Canada and Japan later in the year.


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