Campari Group has recruited three musicians to front the next activation from the current marketing campaign for Bourbon brand Wild Turkey.
‘Trust Your Spirit’, which has been running worldwide, will welcome Matt Corby, Shakey Graves and Yoohei Kawakami as the leads in ads that will appear online. The spots form part of “omnichannel” programmes in “key markets” around the world, according to the brand owner.
Financial details about the activity, which also includes pop-up sites at music festivals in the US and a mentorship project for artists in Australia, were not disclosed.
Wild Turkey is performing well for Campari, which last month confirmed that US$161m will be pumped into a second distillery for the Bourbon in Kentucky. The move, located next to the existing distillery in Lawrenceburg, will see capacity increase from the current 9m proof gallons per year to 14m, an increase of 56%.
Construction should commence in October.
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