Celebrity brand endorsements have long been a powerful marketing tools across the globe, and now as social media and influencers are such an ingrained part of our psyche, that power continues to grow.
Many brand and personality partnerships have seen huge success, some over a long period of time and others providing an immediate connection that consumers have warmed to.
Celebrities are known for their loyal fan bases of people who will support their every move, so when brands are able to cohesively mesh with the celebrity and their fans it can feel like a perfect and authentic partnership.
Think Nike and Michael Jordan, Kendall Jenner and 818 Tequila and even Eva Longoria telling us that we are worth it.
Two much-loved Australian icons have built one such successful partnership, so much so, that it feels like they have been together for more than just one year.
[yellow tail] and Sophie Monk has been a sparklingly successful partnership, and the globally loved wine brand has just announced it is extending its partnership, with Sophie signing on as Brand Ambassador for another year.
The partnership’s first year brought the ‘Easy to Love’ campaign, with Sophie helpingconsumers to find their perfect match within the [yellow tail] range. It proved so successful that it helped to significantly increase [yellow tail]’s visibility among Australian consumers, further cementing the brand’s position as the number one brand in the $6 to $10 price segment.
One of the reasons that Sophie has been such a success as [yellow tail] Brand Ambassador is the authenticity of the partnership, emphasised by the fact it was Sophie who reached out to [yellow tail], wanting to work with a brand she personally supported.
“I’ve been sipping on Yellow Tail Chardonnay and celebrating with Yellow Tail Bubbles for as long as I can remember. As a loyal fan already, I was genuinely thrilled to be invited to officially partner with Yellow Tail, an Aussie brand that epitomises everything I love about life, love, and wine,” Sophie said.
[yellow tail] Global Marketing Manager Anna Czarnocka agrees, saying: “The key with any brand ambassadorship is authenticity.
“There is no one who better personifies an iconic Australian brand like Yellow Tail than Sophie Monk. Like our wines, Sophie is fun, down to earth and versatile, and genuinely loves our wines, making her a great match for our brand.”
Sophie added how excited she was to be entering into a second year of her partnership with [yellow tail].
“I’m thrilled to be partnering with [yellow tail] as their Australian brand ambassador for a second year in a row. It’s an authentic, down to earth, quintessentially Australian brand that is a perfect match – also, it’s delicious,” she said.
The partnership has helped [yellow tail] drive incredible growth that has significantly outpaced its key competitors, so much so that now one in every eight bottles sold in the $6 to $10 price segment is a [yellow tail].
With authentic celebrity partnerships continuing to drive key messages to consumers [yellow tail] and Sophie Monk’s pairing is as perfect as [yellow tail] bubbles and oysters.
Looking ahead to the second year of its partnership with Sophie, [yellow tail] says there are some exciting things in the pipeline and the brand is working with retail partners to make the most of the partnership and continue driving growth.
So to make the most of these new ideas and a wonderfully Australian partnership, get in touch at customerservice@yellowtail.com.au to discuss expanding your range of [yellow tail]products, and help your customers to find their perfect wine match.