Brace yourself: Yellow Tail says its Super Bowl ad worked so well that it’s going to make $40 million more of them
Who needs movies with an alien jumping out of someone’s chest? Or a lunatic running around with a chainsaw? We’re going to have more Yellow Tail TV ads.
“The horror, the horror!”
The Aussie wine company, whose $7 label is the best-selling import in the U.S., was so excited about the success of its Super Bowl TV ad, reports the Wine Spectator, that the company plans “to pursue a three-year campaign (estimated to cost more than $40 million) centered on TV spots. It’s an unusual venue for promoting wine.”
No kidding, especially since the ad – to put it nicely – was terrible (and you’ll have to click the link to see the ad, since I’m not linking to it again). It caused a furor in its native Australia, eliciting comments like “it humiliated my country,” while the humor that was supposed to be its selling point was about as funny as a Dostoevsky novel. “Pet my roo?” indeed.
But an official for Yellow Tail’s U.S. distributor said the ad boosted sales and social media impressions, so they’re ready to spend the equivalent of 476,190 cases of Yellow Tail for the next round of TV.
Perhaps. But the Wine Curmudgeon should note two things, as part of my campaign to rescue TV wine advertising from its decades-long misery. First, increasing Yellow Tail sales 19 percent by volume and 13 percent by dollars in the ad’s aftermath doesn’t necessarily mean the ad did any good; it could just as easily reflect steep discounting by retailers to move wine that they bought in anticipation of the ad. Second, that the ad generated social media buzz may not be a good thing, since I have a feeling many of the tweets were like this one:
Please, Yellow Trail, change your mind. The wine world has enough problems as it is without any more roo petting.