Matching the mood created by a song with different types of wine is the idea behind a new campaign called ‘Tasting notes’ for Casella Wines brand Yellow Tail.
The idea, devised by AnalogFolk, sees Yellow Tail release a new playlist each Friday that will be available via Facebook and Spotify, and promoted via Pedestrian TV’s web and social properties.
The playlists are designed to match the mood of each of Yellow Tail’s wines and give people a flavour for the musical tastes of a number of celebrities, who will curate the playlists.
Curators include Pip Edwards (Sass and Bide), Scott Dooley (comedian), Art Vs Science (musicians), and Ash London and Scott Tweedie (The Loop).
“Finding the perfect playlist is a lot like finding the perfect bottle of wine – you know what your mood is calling for, but finding the perfect match can be difficult,” said Travis Fuller, marketing manger at Yellow Tail.
“We now have the perfect solution to this problem. [yellow tail] have attributed music genres to each one of our varietals and by working closely with well-known Australians as curators, developed playlists that match the respective styles of the wine,” he said.
The campaign will be supported by PR and digital media. To listen to the tracks, consumers can visit www.yellowtailwine.com/tastingnotes.
Creative: Matt Grogan, Anton Posa, John Jordan, Josh Evans, Ray Jopson
Strategy: Matt Robinson
Technology: Peter Vahaviolos
Production: Stephen Levin
Design: Chris Jeffree
Social: Tully Smyth, Rhys Edwards
Media Planning: AnalogFolk
Media Buying: Pearman Media
Media Partners: Spotify, Pedestrian.TV
Marketing Manager: Libby Nutt
Senior Brand Manager: Travis Fuller
Brand Manager: Karla Wheeler
Communications Executive: Ursula Williams