By Amy Looker
Yalumba is set to launch a new marketing campaign that will focus on its popular Y Series collection of 11 varietal wines.
Taking over from the ‘Talk Eat Live Laugh’ campaign that steered the Yalumba brand for the last six years, the Y Series campaign will specifically focus on the Y Series range, which is aimed at consumers aged 25 to 54 in search of a fun, reliable wine.
The campaign was created by Adelaide’s KWP! agency, and is focused on driving brand and label recognition, with the creative executions removing the letter Y from key words in the advertising creative, before replacing it with the Y Series cap.
“‘Talk Eat Live Laugh’ was extremely successful in building brand awareness but it is now time for a fresh look, and to take the opportunity to talk specifically about Y Series,” said Yalumba’s senior brand manager, Claire Doughty.
“Through extensive research, KWP! identified a sector within the regular $7 to $15 consumer group who hold a greater interest in wine, and this became our core target.”
The Y Series campaign, which consists of television and cinema advertisements, in-store media and digital executions, will kick off this weekend in Sydney, Melbourne and Brisbane as well as key regional centres in NSW, Canberra, Wollongong, Tweed Heads and Gold Coast.
The introductory media schedule will establish the new campaign in these markets over four weeks, before a second burst to further engage the target consumer starts in February.
Doughty told TheShout that the campaign’s in-store executions were developed with independent retailers in mind, and should create an impact on consumers at the point of sale.
“During the second burst of advertising activity, digital media in national accounts, along with shelf, fridge and floor media, will drive the tactical component of the campaign, reinforcing the new Y Series communication at point of purchase,” Doughty said.
“We have proactively designed a multi-layered campaign as we recognise that a high percentage of wine purchasing decisions occur in store. Our aim is to raise brand awareness through above the line cinema and TV advertising, while also employing communication tools in-store to leverage our position.”
Doughty said that the Y Series is a fun and lively brand that is also playful and a little cheeky.
“The campaign reminds consumers not to forget the Y – that Y Series is a refreshing, diverse and enjoyable ‘any day’ choice to enjoy with friends.”