Yalumba marketing takes a new direction from today, focussing on its popular Y Series brand in a campaign devised by Adelaide agency kwp!.
kwp! Joint Managing Director Sylvia Mason says the Y Series portfolio offers trusted, everyday wine, allowing people to take a riskless wine adventure across 11 different varietals.
“This new campaign is about encouraging people to confidently pick up their favourites, or try something new, any day of the week,” she says.
“The creative is fun and casually clever, with the main message being ‘don’t forget the Y’.”
The letter ‘Y’ is initially missing from key words and then replaced with the ‘Y’ bottle cap to complete the message in various television and point-of-sale executions that will roll out in stages.
“We have developed a totally integrated campaign that takes us from a four week burst of television and cinema advertisements, to in-store media and digital executions along the Eastern seaboard, followed by the addition of fresh point-of-purchase media in a second burst in February,” Mason says.
“The Ikon Adelaide team identified a sector within the regular under $15 consumer group who hold a greater interest in wine, and this became our core target market.
“It’s a multi-layered campaign as we recognise that a high percentage of wine purchasing decisions occur in store.”
Yalumba’s senior brand manager Claire Doughty says the campaign will continue to build an already strong brand.
“Y Series has been a very successful portfolio for Yalumba at the under $15 price point and we see this as an opportunity to grow market share in this space,” she says.
“Our sales and distribution teams are actively behind this drive and this campaign is going to make their jobs so much easier.”
The campaign launches today and the initial television commercial can be seen here.
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