Yellow Tail toys with cheaters

Australian harvester Casella Wines is touring the brand across Canada this summer with a drinking board game called Yellow Tail-opoly, after a survey revealed wine drinkers' curious gameplay habits.

Australia-based Yellow Tail wine is playing games with Canadians this summer. The new OOH campaign is padded by a rather capricious survey that profiles Canadians’ drinking preferences as they pertain to gaming conduct – or misconduct, as the case may be. The Play By Your Rules tour, which hits the road in a trailer, introduces Yellow Tail-opoly, a take on the classic board game, as well as ‘spin the wheel’ wine sampling and a mini-putt game at events and in retail locations across Canada.

Yellow Tail, produced by Casella Wines, wanted to bring to Canadians a sense of playfulness that the brand represents, says Australia-based Claudia Martin, senior brand manager for Casella Wines. ‘The ‘Play By Your Rules’ communication is designed to reach consumers at the point of purchase and empower them to not only choose the wine they want, but enjoy it on their own terms,’ Martin tells MiC.

The campaign is developed by Toronto-based Segal Communications, and touts information from an Angus Reid survey for the brand that polled more than 1,000 Canadian adults and compared their tastes in wine to their lifestyle habits. The survey found that both men and women like to drink wine on game nights, that Merlot and Pinot Grigio drinkers are more likely to play board games in the bedroom and that, while almost a third of Canadians admit to cheating, it’s Gen Yers who are most guilty – with more than half of those surveyed admitting to playing by their own rules.

Targeting the 35- to 55-year-old demo, the games tour runs from May until October, and will hit up M&M Meatshops, the Toronto Wine & Spirit Festival, the Weekend to End Breast Cancer and the Beaches International Jazz Festival across the GTA – and Pride festivals in Montreal and Toronto.