Tuesday, January 30, 2018 8:54:49 AM
Erik Brady, USA TODAY Sports Published 8:03 a.m. ET Jan. 30, 2018 | Updated 8:24 a.m. ET Jan. 30, 2018
Football teams aren’t the only ones that execute end runs at the Super Bowl. Consider Yellow Tail wine.
Anheuser-Busch has exclusive category commercial rights on the Super Bowl, meaning no other alcohol ads can air. So Yellow Tail has made local ad buys in 80 U.S. markets to get its Super Bowl commercial to most of the country, up from 70 markets a year ago.
"We’re at it again,” says Tom Steffanci, president of Deutsch Family Wine & Spirits, U.S. importer and marketer of the Australian wine. “We’re gluttons for punishment.”
Watch here:
He’s talking about how hard it is to find a way around A-B’s exclusivity. Last year, Yellow Tail was the first wine advertised on the Super Bowl in almost 40 years. He says it would be simpler — and cheaper — if the brand could buy an ad on the national telecast. He says all those local ad buys cost more than the average of north of $5 million that national ads on the NBC telecast cost this year.
"We’re not thrilled about the end run and we’re even less thrilled about how costly and cumbersome it is,” Steffanci tells USA TODAY Sports. “But there’s not much we can do about it.”
This year’s 30-second spot is once again directed by Hollywood director Harald Zwart and once again stars Roopert, Yellow Tail’s animatronic kangaroo mascot, who’s also known as Roo. In this one, a man walks into his darkened home only come face to face with a kangaroo. Then — a surprise party breaks out, with music, wine and Roo.
Yellow Tail is back, despite the difficulty, Steffanci says, because last year’s ad campaign, centered around the Super Bowl, increased sales for the top-selling imported wine brand in the U.S.
Recent BUD News
- More Ways to Michelada: THC-Infused Michelada goes Mainstream... • PR Newswire (US) • 09/04/2024 02:45:00 PM
- Form 6-K - Report of foreign issuer [Rules 13a-16 and 15d-16] • Edgar (US Regulatory) • 08/12/2024 01:12:27 PM
- Form 6-K - Report of foreign issuer [Rules 13a-16 and 15d-16] • Edgar (US Regulatory) • 08/01/2024 08:53:53 PM
- Form 6-K - Report of foreign issuer [Rules 13a-16 and 15d-16] • Edgar (US Regulatory) • 08/01/2024 08:51:57 PM
- AB InBev Reports Second Quarter 2024 Results • Business Wire • 08/01/2024 05:07:00 AM
- AB InBev publie les résultats du deuxième trimestre 2024 • Business Wire • 08/01/2024 05:07:00 AM
- NBA Signs $77 Billion Broadcast Deal, CrowdStrike Criticized for Insufficient Reward, Honda Shuts Down Chinese Factory • IH Market News • 07/25/2024 10:15:46 AM
- Corona Cero Brings Same Seats as from Olympic Games Venues to Iconic Sunset Destinations Around the World • Business Wire • 07/23/2024 07:41:00 AM
- Michelob Ultra Becomes the Official Partner of Concacaf's Top Club Competitions and Major League Soccer • PR Newswire (US) • 06/21/2024 12:30:00 PM
- Global Corona Brand Named Most Valuable Beer Brand in Kantar BrandZ Rankings • Business Wire • 06/12/2024 09:00:00 AM
- Danone Joins 100+ Accelerator as Fifth Partner for Scaling Sustainable Startup Innovation • Business Wire • 05/30/2024 05:00:00 AM
- Reddit Rises 15% After First Quarterly Report, Upstart and Twilio Plunge Due to Weak Q2 Forecast, and More in Earnings • IH Market News • 05/08/2024 12:23:27 PM
- AB InBev Reports First Quarter 2024 Results • Business Wire • 05/08/2024 05:02:00 AM
- AB InBev publie les résultats du premier trimestre 2024 • Business Wire • 05/08/2024 05:02:00 AM
- Tilray Brands, Inc. Reports Q3 Fiscal 2024 Financial Results • GlobeNewswire Inc. • 04/09/2024 11:00:00 AM
- Adobe Stock Drops Following Below-Estimate Projections, Cardlytics Surges with Unexpected Profit, and More News • IH Market News • 03/15/2024 11:30:55 AM
- Fisker’s Shares Take a Hit Amid Speculation of Bankruptcy, Altria Divests from AB InBev to Fund Stock Repurchase Initiative • IH Market News • 03/14/2024 11:39:32 AM
- Form IRANNOTICE - Notice of disclosure filed pursuant to Section 219 of the Iran Threat Reduction and Syria Human Rights Act of 2012 (Exchange Act Section 13(r)). • Edgar (US Regulatory) • 03/11/2024 08:19:58 PM
- Form 20-F - Annual and transition report of foreign private issuers [Sections 13 or 15(d)] • Edgar (US Regulatory) • 03/11/2024 08:17:39 PM
- Form 6-K - Report of foreign issuer [Rules 13a-16 and 15d-16] • Edgar (US Regulatory) • 03/08/2024 10:04:53 PM
- Airship AI skyrockets with DOJ contract; Carrier Global sells Fire Industrial division for $1.43 billion, and Latest News • IH Market News • 03/06/2024 11:01:03 AM
- Form 6-K - Report of foreign issuer [Rules 13a-16 and 15d-16] • Edgar (US Regulatory) • 02/29/2024 01:56:15 PM
- Form 6-K - Report of foreign issuer [Rules 13a-16 and 15d-16] • Edgar (US Regulatory) • 02/29/2024 01:47:26 PM
- U.S. Futures Dip as PCE Data Looms; Modest Gains for WTI and Brent Crude in April Contracts • IH Market News • 02/29/2024 11:13:07 AM
VHAI - Vocodia Partners with Leading Political Super PACs to Revolutionize Fundraising Efforts • VHAI • Sep 19, 2024 11:48 AM
Dear Cashmere Group Holding Co. AKA Swifty Global Signs Binding Letter of Intent to be Acquired by Signing Day Sports • DRCR • Sep 19, 2024 10:26 AM
HealthLynked Launches Virtual Urgent Care Through Partnership with Lyric Health. • HLYK • Sep 19, 2024 8:00 AM
Element79 Gold Corp. Appoints Kevin Arias as Advisor to the Board of Directors, Strengthening Strategic Leadership • ELMGF • Sep 18, 2024 10:29 AM
Mawson Finland Limited Further Expands the Known Mineralized Zones at Rajapalot: Palokas step-out drills 7 metres @ 9.1 g/t gold & 706 ppm cobalt • MFL • Sep 17, 2024 9:02 AM
PickleJar Announces Integration With OptCulture to Deliver Holistic Fan Experiences at Venue Point of Sale • PKLE • Sep 17, 2024 8:00 AM