Tall Horse as a wine brand seeks to be different. Aiming to make wine simpler for all to enjoy, the wine brand has gotten behind the Trending Comics festival heading to Cape Town, Durban, and Johannesburg this October and November.
How Tall Horse uses comedy to reach new customers:
media update’s Adam Wakefield spoke to Tall Horse Wines’ marketing manager, Theola Conyers, about why Tall Horse wants to be associated with comedy, and how humour fits into its strategy.
The brand received its name from an incident in 1824, when the Sultan of Egypt presented the King of France with a giraffe as a diplomatic gift. The giraffe, nicknamed Tall Horse, set off a frenzy of scientific and cultural interest after it arrived in Paris. As noted by Conyers, some say that it was its elegance and grace that inspired the construction of the Eiffel Tower, and now the creation of Tall Horse’s wines.
What led to Tall Horse to associate itself with the Trending Comics festival, taking place across South Africa?
Tall Horse is known for having a different take on wine. Therefore, comedy is the ideal operating platform for the brand. It ties in perfectly with our alternative brand positioning. Wine and comedy, why not?
Why is comedy a good fit for the Tall Horse brand? How does Tall Horse see its own brand and how does it differentiate itself from the marketplace?
The wine category can sometimes be perceived as being complex and intimidating. Tall Horse’s more light-hearted and humorous approach to wine is what makes us stand out. Our association with comedy is one of our main differentiators.
Our philosophy is simple: demystify wine in a fun, humorous way. Wine can be very intimidating, and we wanted to reassure consumers that wine can be enjoyed without the intimidation. Tall Horse is irreverent, entertaining, and cheeky. Our consistent brand strategies enabled us to stay irreverent and fun.
While people enjoy drinking varietal wines, the pomp-and-ceremony of nose-sniffing and glass-swilling is just not for them. Our consumers’ value ‘funny’ and ‘yummy’ over stiff and stuffy. We put the “UN’ back in unpretentious.
Tall Horse is a down to earth range of wines with a great sense of humour. It pokes a little fun at the stuffy attitudes we see from more conventional or traditional wine brands.
What is a snapshot of a Tall Horse consumer? Why is comedy a good fit for them in particular?
The new generation of wine drinkers are techno-savvy go-getters who enjoy life with all its opportunities. They are always switched on, and light-hearted communication resonates well and mirrors their personality. They don’t take themselves seriously and enjoy a good laugh. We target comedy so consumers can enjoy our wines in brand-relevant moments.
What is the key to moving Tall Horse products off the shelves?
Our newly upgraded packaging, together with our through-the-line strategies, ensure great distribution, visibility and consumer uptake. Once Tall Horse is tasted, it is recommended, with organic growth.
The Article was Published in The Media Update