LTO Launch: Real Talk

[ yellow tail ]’s limited-edition Real Talk labels that make shopping for wine fun, relatable, and easier than ever.

Role: Brand Management

Responsibilities: BTL and ATL briefs, launch strategy, influencer strategy, copywriting, creative feedback

About: [ yellow tail ]’s limited-edition Real Talk labels make shopping for wine fun, relatable, and easier than ever. [ yellow tail ] Real Talk labels rolled out nationally in October 2024 across four popular varietals – Pinot Grigio, Sauvignon Blanc, Moscato, and Cabernet Sauvignon. To celebrate this exciting launch, [ yellow tail ] teamed up with The McFarlands and Brunch with Babs, alongside a diverse group of influencers, to spread the word about these LTO labels.

Collaborators: Internal - BTL Agency (Mars), Paid Agency (Havas), Influencer Agency (The Shelf), and internal stakeholders