Campari Group has rolled out a worldwide activation for Wild Turkey, the bourbon’s first since 2021.
The ‘When You Know It’s Right, Don’t Change a Damn Thing’ activation will debut in the autumn/fall in the US, Japan, Australia and South Korea before expanding to further markets. The campaign focuses on what Campari described as the brand’s consistency, highlighting that Wild Turkey has used the same recipe for more than a century.
The push centres around a 120-second spot (below) featuring master distiller Jimmy Russell, now in his 71st year at the distillery, alongside his son Eddie Russell and grandson Bruce Russell.
Creative agency GUT New York has developed the campaign, which also includes a series of short films and archival materials such as Jimmy Russell’s handwritten notes and family photographs. Campari confirmed that the media mix will cover digital, social media, TV and print channels.
The launch is the first worldwide campaign for Wild Turkey since ‘Trust Your Spirit’ in 2021. More recently, in May 2023, Campari recruited musicians Matt Corby, Shakey Graves and Yoohei Kawakami to feature in an ad from the campaign.
