Yellow Tail makes music

The Australian brand is attempting to create a mass orchestra with symphony pieces composed by people playing with their wine bottles.

Wine isn’t just for the serious-minded connoisseurs, it can be for the young at heart too. That’s the sentiment shared by Australian wine brand, Yellow Tail, in its latest endeavor that looks to splash a little “Colour in Your Life.”

The initiative is called Wine Orchestra, and asks consumers to participate in making music with the brand by filming themselves using the brand’s wine bottles as instruments.

Songs created by consumers can be uploaded to the campaign microsite, and for every upload and share on Facebook, Yellow Tail will donate $1 to the Unison Benevolent Fund, which provides assitance to those in the music industry during times of personal hardship. Visitors to the site are also invited to craft compositions using different video clips on the site.

Created and planned by TBWA, the brand is promoting the program with print ads in consumer and trade publications including Hello!, Food & Drink, Ciao, The Coast, and Occasions to reach a target group of adults aged 25 to 54, says Samantha Marks, brand manager, Yellow Tail. There will also be ads on Facebook and rich media and standard banner ads on sites such as MSN and the Lifestyle Channel, she adds.

“The goal of this initiative is to develop an integrated marketing plan that will effectively launch Yellow Tail’s new ‘Colour in Your Life’ global brand platform,” says Marks, adding that the program is meant to help re-invigorate the brand, drive sales and improve its relationship with customers. “We encourage people to have fun with their wine, to enjoy it less seriously,” she adds.