The Challenge
When Yellow Tail was first imported to the U.S. in 2001, it’s quirky unpretentious attitude and get-aquainted price made it an overnight sensation. But by 2016, as the copycats entered the retail space, the brand became less distinctive and sales declined. So our task was to re-position the brand as the hippest choice out there.

The Solution
In September 2016, Art Director Jennifer Pybus lead a new wine branding campaign to appeal to Millennials without alienating baby boomers.

The Results
Its use of live action and pop art graphics worked its magic. Sales soared. Today, Yellow Tail maintains its iconic status as the king of the critter wine brands.