WILD TURKEY REBRANDING \ AUSTIN STEPHENSON
HISTORY / In 1855, Austin Nichols begins as
from over 400 whiskeys to represent Kentucky
neutral, if not favorable, perception in the minds
a wholesale grocer specializing in teas, coffees,
in the 1893 Worldâ€™s Fair. Nearly half a century
of liquor consumers. The Wild Turkey brand
and spirits. Less than two decades later, the Ripy
later, the Wild Turkey name is born. Wild Turkey
carries a stable, trusted history.
family distillery is founded on Wild Turkey Hill in
bourbon offers a wide range of flavors and
Lawrenceburg, Kentucky. Before the turn of the
proofs, while remaining fairly inexpensive when
century, the Ripy brothersâ€™ bourbon is selected
compared to other top-shelf spirits. It holds a
CURRENT AGENCY \\ FLY COMMUNICATIONS \ NEW YORK CITY
MAIN OBJECTIVE / Position Wild Turkey as a drink worth giving to those you hope to meet. STRATEGY / Use an offensive hand gesture to order Wild Turkey for a bar mate. OUTCOME / The brand recieved a similar gesture from its viewing audience. Due to offended viewers, the original commercial was quickly removed from circulation. This dramatically changed the effectiveness of the big idea. Removing the hand gesture caused the new advertising to be confusing and seemingly disjointed. It relies too heavily on the audienceâ€™s knowledge of popular slang.
PROPOSAL / This campaign will draw its target market from the current Wild Turkey advertising. 21 to 50 year old males. The advertising will position Wild Turkey as a premium bourbon whiskey consumed by men who know good whiskey.
referencing the brandâ€™s history of producing
is more important than the physical place where
experience etc. This will provide attitude and
world-class bourbon since 1855. The brand voice
the drink is consumed such as bars, parties, or
personality for the bourbon, something other
will be similar to the current advertising using a
tailgating. Refraining from bar scenes keep
Kentucky whiskies havenâ€™t done. The television
middle-aged man with experience, wisdom, and
the product from being pigeonholed into one
commercial will be ground zero for the campaign.
confidence. The visual aspects of the campaign
category. The copy will give the product life using
Print advertisements will be extensions of the
will focus solely on the product. The atmosphere
human characteristics like confidence, patience,
imagery and copy in the commercial.
COMPETITION \\ JIM BEAM \ SOUTHERN COMFORT \ JACK DANIELS \ CAPTAIN MORGAN \ SMIRNOFF \ JOSE CUERVO
COMMERCIAL / A bottle. Waiting patient. Uncompromising. Perfected and revered by those who know whiskey best. This bottle didn’t make it here overnight. And it sure as hell won’t be gone tomorrow.
PRODUCTION \\ SONY HDR-CX580V \ ZOOM H4n \ ADOBE PREMIERE PRO CS5 \ 16:9 \ 1080p60i
GUERILLA / Wild Turkey makes every season
finals will be held in five major cities across the
opening day of turkey hunting season, April 13th.
more enjoyable. To prove this, Wild Turkey will
country. The top two finalists from each region
This campaign brings national exposure to the
host a yearlong, nationwide short film contest.
will advance to the national final in Louisville
brand and its state.
Participants will be challenged to use creative
Kentucky. The winning team will be rewarded
videography to show how Wild Turkey makes
with an all expenses paid trip to a destination of
their favorite season more enjoyable. Regional
their choice. Of course, the winners will depart
COPY / Wild Turkey Dirty Bird is a barrel proof bourbon with an attitude meaner than the liquor itself. Whiskey this strong needs only two things; a chilled glass and a smooth pour.
BRAND EXTENSION / Wild Turkey Dirty Bird 151 proof bourbon gives the brand bragging rights over all others. Insanely strong liquor paired with a bottle fit for John Wayneâ€™s gun case. No other distiller dare create bourbon this brutal.