The wine brand is once again using a loophole to air its commercial.
Last year, Australian wine brand Yellow Tail made waves by becoming the first wine to advertise during the Super Bowl in nearly 40 years. And this year, the company is planning on keeping its run going. But similar to how some sports’ records are deemed worthy of an “asterisk,” Yellow Tail’s accomplishment also comes with a bit of a qualifier – because when it comes to buying a national Super Bowl ad, Yellow Tail technically isn’t allowed, so for the second year in a row, the brand is taking a more circuitous route.
Most of us are probably at least subconsciously aware that Anheuser-Busch is currently the official beer sponsor of the Super Bowl – for years now, ads for Bud Light and Budweiser have been ubiquitous during the big game. But what you might not know is that this partnership with the NFL also gives the beer giant exclusive rights to all nationally-televised alcohol ads during the live broadcast. However, alcohol brands can still advertise by buying local spots, and some are: For instance, the Texas-based beer brand Shiner will be airing Super Bowl spots in local markets throughout its home state.
But Yellow Tail has been thinking even bigger. Last year, to get its ad to football fans, the brand opted to buy local Super Bowl ads in 70 markets across the country. This year, Yellow Tail is upping the ante, buying ads in 80 local markets across the U.S. “We’re at it again,” Tom Steffanci, president of Deutsch Family Wine & Spirits, Yellow Tail’s U.S. importer and marketer, told USA Today. “We’re gluttons for punishment.”
Steffanci calls this roundabout method to Super Bowl fame “punishment” because coordinating and paying for all those local ads isn’t just more complicated, but also more expensive. In fact, he said that the total campaign will cost more than the average price of over $5 million that national ads are going for this year. “We’re not thrilled about the end run and we’re even less thrilled about how costly and cumbersome it is,” he told the paper. “But there’s not much we can do about it.”
That said, Steffanci says it’s worth the headache. This year’s ad is expected to reach 100 million viewers, up from 80 million last year. And as you’d expect seeing as Yellow Tail is continuing the campaign this year, last year’s Super Bowl ad came with increased sales since. “Fifty-five percent of households are drinking wine during the Super Bowl and they’d never seen wine looking back at them,” he told USA Today. “It’s nice to have broken that drought.”
Here’s a preview of this year’s spot…