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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 World’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 brothers’ 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 audience’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.

This

will

be

accomplished

by


referencing the brand’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 haven’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 Wayne’s gun case. No other distiller dare create bourbon this brutal.



Wild Turkey Mock Campaign