Problem:
Wild Turkey needed to introduce their new ‘81’ product - a bourbon with a lower ABV than their famous ‘101’, without losing their core demographic of traditional consumers. The brand’s perception was not overall positive and needed changing.
Solution:
A 360, cross-platform ad campaign featuring their first-ever tv spot from their 157-year history, that leaned into their nature as being truly ‘badass’. The line ‘Give em the bird’ spoke to the attitude and overall rebellious tone of the brand.
Results:
A significant increase in social media engagement as well as recognition from multiple industry authorities. The new ‘81’ product became a household name amongst their core demographic of traditional liquor drinkers, while also recording record sales amongst newer consumers.
Agency: Fly Communications
Group Creative Director: Dave Warren, Chief Creative Officer: Dave Warren, Producer: Katie Hukill, Creative Directors: Chantel Zapata, Jillian Harris, Art Directors: Chris D’Angelo, Scott Walker, Drew Goh, Copywriters: Sarah Lefkowith, Alex Edelstein