This commercial was release just a few months ago. It’s a commercial for Yellow Tail wine. As we’ve read in one of our in class cases on wine, we know that Yellow Tail has a reputation of being cheap and cheerful. This commercial, though keeping with the cheerful aspect of their reputation, seems to me like an attempt to attract the more sophisticated wine drinkers in their late twenties to early thirties. When I took a look at their recent selling prices, I noticed that their prices had gone up by one to two dollars. They’re trying to set their brand up as the go-to brand of wine for more sophisticated gatherings and trying to get away from their reputation of being an inexpensive wine and in so doing charge more for their product. The use of bright colors and upbeat instrumental music in the background was interesting and really grabbed my attention. I believe this is a good start to an attempt to change their reputation.