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W.J. Deutsch and sons Announces Senior management and Organizational Changes
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New York, N.Y., October 17, 2007 – [yellow tail]®, America’s number one imported wine*, recently launched one of the largest integrated advertising campaigns in its history. The ads, incorporating the new [yellow tail] tag line “Tails, you win,” is led by a variety of “out-of-the-bottle” 3-D billboard and interactive print advertisements, including massive replicas of the famous 1930s Kit-Cat Clocks, larger-than-life glowing fireflies and temporary tattoos. Running through December 2007, the campaign also includes new television advertisements and event sponsorships.
Created by Cramer-Krasselt (New York), the highlight of this campaign are the 3-dimensional billboards appearing in 12 markets over the next few months. New York, Los Angeles, Chicago and San Francisco will play host to working, yellow-tailed replicas of the world-famous Kit Cat Clock. The clock typically recognized for its wagging tail and roaming eyes, has been re-created to feature a giant swinging yellow tail to typify the wine brand. The second 3-D billboard, depicting four fireflies resting on a black backdrop with brightly blinking yellow tails, will be displayed in New York, Philadelphia, Boston, Dallas, Atlanta, Seattle, Phoenix, Cleveland and Miami.
To complement this new outdoor campaign, print-focused creative ads will appear in a variety of publications such as Details, Domino and Vanity Fair, and two magazines – Real Simple and The New Yorker – will host special interactive print ads. While the basic “Firefly” creative will be placed in many print outlets, the November issue of Real Simple will feature the insects with brightly glowing yellow tails. The print ads will glow similarly to their billboard counterparts, only the glow will be on-demand when the reader presses an on-page button.
Moreover, the October 22 issue of The New Yorker will include a temporary tattoo of a yellow-tailed dragon along with its page-sized print advertisement clone. The tattoo takeaway will give consumers an opportunity to sample their sassy and spontaneous side.
“[yellow tail] has a voice that stands on its own and ‘Tails, You Win,’ embodies our unique and distinctive personality,” said Isabelle McDonnell, Marketing Director, [yellow tail] wines. “The larger-than-life advertisements are conveniently and strategically located to display the unconventional platform that [yellow tail] takes time and time again.”
To further sustain the advertisement campaign, [yellow tail] is sponsoring numerous events in conjunction with print publication partners such as the Teva Mountain Games and most recently The New Yorker Festival, which concluded on October 7, as well as supporting a category exclusive television sponsorship on the Independent Film Channel (IFC).
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About [yellow tail]
The [yellow tail] wine portfolio includes [yellow tail] varietals and blends: Chardonnay, Shiraz, Merlot, Cabernet Sauvignon, Riesling, Pinot Grigio, Pinot Noir, Shiraz-Cabernet, Cabernet Sauvignon-Merlot and Shiraz-Grenache and a Sparkling White Wine. [yellow tail] The Reserve wine portfolio includes Chardonnay, Shiraz, Merlot, Cabernet Sauvignon, Pinot Grigio and Pinot Noir. [yellow tail] and [yellow tail] The Reserve wines are produced by John Casella and Chief Winemaker, Alan Kennett of Casella Wines, Australia. For more information, log on to www.yellowtailwineusa.com
About WJD
W.J. Deutsch & Sons was founded in 1981 by current Chairman, Bill Deutsch, to market quality wines produced by prestigious families from major wine regions of the world. These wines are sold to the trade with well-planned marketing support and offered to U.S. consumers at fair market prices. W. J. Deutsch & Sons is a family-owned business working almost exclusively with family-owned wineries. Bill’s son Peter Deutsch is CEO; thus, two generations of the Deutsch family work side by side in their continuous quest to build strong relationships throughout the wine industry. The W. J. Deutsch & Sons portfolio of award-winning wines includes from: Australia; [yellow tail], [yellow tail] The Reserve, California; Esser Vineyards, Kunde Estate, Renwood Winery, France; Andre Lurton, Georges Duboeuf, HobNob Vineyards, J. Vidal Fleury, Pierre Sparr, Sauvion et Fils, Italy; Barone Fini, Castello di Monastero, Coldisole, Poggio alle Sughere, Villa Pozzi, New Zealand; The Crossings, Portugal; Quinta Do Vale Meao. For additional information about W.J. Deutsch & Sons please visit the company's Web site at http://www.wjdeutsch.com.
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CONTACT:
April Klazema
W. J. Deutsch & Sons
914-251-3216
April.Klazema@wjdeutsch.com
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Back to 2007 Main News Page
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