101 Years / Wild Turkey
Submitted By Heat
We collected negative comments from all over the internet, etched them inside new American White Oak barrels and gave them the signature "Alligator" char.
Wild Turkey had low awareness in a crowded category. Additionally, their target audience didn’t see them as a premium brand.
They needed a new partner to help drive their unapologetic nature into social conversations with the right people, at the right time, in the right place. We had the opportunity to rethink how to capture and build relationships through digital and social communications.
In addition to transforming the way people think about Wild Turkey, we were also asked to pay tribute to Master Distillers Jimmy and Eddie Russell’s 101 combined years of experience with the Campari brand. What started as a small request to send a tweet recognizing this anniversary ballooned into a risky and bold move that’s paid dividends.