Casella Wines launches Discover Your Colour campaign with brand experience agency BEcause Australia.

Brand experience agency BEcause Australia and Australian wine makers Casella Wines launch a new integrated campaign for [yellow tail] wine.

15 OCTOBER 2013, AUSTRALIA
Summary
Brand experience agency BEcause Australia and Casella Wines join forces to launch an integrated campaign for [yellow tale] that showcases the brand's personality and range by promoting discovery and adventure.

Brand experience agency BEcause Australia and Australian wine makers Casella Wines have launched a new integrated campaign for key brand [yellow tail] wine in the Australian market.

Targeting entry level wine drinkers, the ‘Discover Your Colour’ campaign champions discovery and adventure whilst bringing to life the brand's fun and vibrant personality, and its amazing wine range.

The campaign, conceived by brand experience agency BEcause, sees [yellow tail] take a truly integrated approach in its brand communication, which will play out through outdoor media, digital, PR, in store activity & experiential.

The campaign creative features a design led illustration created by up-and-coming Australian artist Edwina Buckley, who has previously worked with brands such as Zimmermann and NRMA.

Karla Wheeler, Brand Manager Casella Wines, comments:

“We are excited to be taking such a creative led approach with the launch of the Discover Your Colour campaign. We want [yellow tail] to continue to stand out in the wine category as a fun and vibrant brand. We are confident this campaign will connect with our target consumers in a meaningful way and will drive awareness and trial of the full [yellow tail] range”

Meredith Cranmer, Business Director at BEcause Australia, comments:

“We’re really proud to be working with such an iconic Australian brand and with a fresh and talented illustrator in Edwina. The [yellow tail] Discover Your Colour campaign promises to be an exciting platform to engage consumers and introduce them to the colourful world of [yellow tail] wine”

BEcause was appointed to the creative and experiential brief following a successful pitch.

ENDS

About [yellow tail]

From small, humble beginnings, [yellow tail] has grown to become one of the world's leading and most recognisable wine brands. Despite its success, [yellow tail] remains 100% family-owned and estate-produced, based at a state-of-the-art winery in Yenda, just outside Griffith NSW. The brand has achieved remarkable success in the export market and is a key player in the US, Canada, Europe, Asia and the UK.

The brand holds the record for the most successful launch of any Australian wine brand in the history of the Australian wine industry and the fastest growing imported wine in US market history. It is the number-one imported wine in the US and Canada, with more than two and a half million glasses of [yellow tail] enjoyed around the world each day.

About BEcause Australia

BEcause Australia is an integrated brand experience agency based in Sydney, led by Business Director, Meredith Cranmer. The agency helps brands build trust, trial, sales and loyalty via smart experiential thinking and clever activations that deliver impressive ROI.

Quotes
"“We are excited to be taking such a creative led approach with the launch of the Discover Your Colour campaign. We want [yellow tail] to continue to stand out in the wine category as a fun and vibrant brand. We are confident this campaign will connect with our target consumers in a meaningful way and will drive awareness and trial of the full [yellow tail] range”" Karla Wheeler, Brand Manager Casella Wines
"“We’re really proud to be working with such an iconic Australian brand and with a fresh and talented illustrator in Edwina. The [yellow tail] Discover Your Colour campaign promises to be an exciting platform to engage consumers and introduce them to the colourful world of [yellow tail] wine”" Meredith Cranmer, Business Director at BEcause Australia
Images
About Because

Because | Creative experiences agency

Because is a creative experiences agency, with studios around the world.

We help brands realise their marketing ambitions through meaningful, memorable and magical live, digital and virtual experiences.

Our strategic approach to brand storytelling is imaginative, immersive and emotive.

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