Masters Keep
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Brand
Wild Turkey
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Role
Experiential PR campaign
Retail strategy
Social Media & Digital Strategy
Creative and Content Creation
Media Brief
Raising a glass across generations with the Masters of conviction.
In line with the category vision to Bring pride back to bourbon the task was to develop a strategy that enhanced the reputation of our ultra premium Bourbon portfolio. Which also a future date would enable a platform for an emerging craft Bourbon portfolio.
Two clear routes of customer motivations were identified via qualitative research across bourbon and scotch.
Delivering to status motivation cues thus aiming to accelerate premiumisation of the Wild Turkey ultra-premium portfolio. Our aspiration is to align communications with the quality and sophistication cues of high-end Scotch brands.
Competence motivation, seeking to drive discovery of our Craft Bourbon portfolio. Clearly communicating the ‘who, where and how’ behind the brand.
These 2 routes enabled clear directives, with the consumer motivation and target audience at the core of all initiatives.
Make it stand out.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
We also released itineraries for people to visit the wild, along with limited edition Wild Turkey bottles and other prizes that enhanced outdoor experiences like picnic bags, eskis and portable barbecues.
New landscapes were released on social platforms fortnightly prompting ongoing engagement. They were also supported strategically with SEM and emails driving traffic to the website.
Make it stand out.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
