Wild Turkey campaign celebrates its unchanged recipe
Campari Group-owned Wild Turkey Bourbon has unveiled a global campaign that pays homage to the brand’s ‘unwavering conviction’ and time-tested recipe.
The ‘When you know it’s right, don’t change a damn thing’ campaign celebrates the brand’s loyalty to its recipe, which has remained unchanged for more than a century.
“Every bottle of Wild Turkey Bourbon tells a story of conviction,“ explained Raul Gonzalez, global managing director of whiskey and rum at Campari Group. “The brand’s steadfast approach is one reason why Wild Turkey is so beloved and respected all over the world today.
“There’s pride in ordering Wild Turkey Bourbon, and we’re excited to bring Jimmy and Wild Turkey’s story to a new generation of fans with this new campaign.”
The creative treatment for the campaign films, directed by Kiku Ohe, reflects the message of the brand’s unchanged recipe, and uses a mixed-media approach, incorporating film stock, digital and historical photos and artefacts.
At the heart of the story portrayed throughout the campaign is Wild Turkey master distiller and Bourbon ‘Hall of Famer’ Jimmy Russell, who is said to have helped save Bourbon from ‘a fate worse than death’ – becoming like everything else.
In the 1970s and 1980s, when the industry turned toward lighter spirits, Jimmy refused to bend to fleeting fads and water down his signature Wild Turkey 101 Bourbon. Instead, he kept making his Bourbon the same way, ageing it for longer to preserve the whiskey’s pre-Prohibition flavour.
This year Jimmy is celebrating 71 years with Wild Turkey, making him the longest serving master distiller in the spirits industry. He is joined by his son, fellow master distiller and Bourbon ‘Hall of Famer’ Eddie Russell, and his grandson, associate master blender Bruce Russell.
The campaign features cameos from the trio, as well as Jimmy’s granddaughter, Wild Turkey US brand ambassador JoAnn Street.
The films also include bartenders and fans of Wild Turkey from some of the brand’s top global markets, including Toure Folkes from New Orleans, US, Sam Russ from Brisbane, Australia, and Naoto Ogawa from Tokyo, Japan.
“Wild Turkey is a brand that knows exactly who it is and refuses to compromise,” said Lucas Bongioanni, chief creative officer of Gut New York, the creative agency behind the campaign. “In an era obsessed with innovation and reinvention, it’s rare to find a story that’s about staying true to its origins. We are honoured to bring that special kind of bravery to life in a way that feels as bold as the Bourbon itself.”
The campaign is reinforced by memorabilia from Jimmy’s seven decades in the industry – including old notebooks filled with recipes, newspaper clippings, and archival family photos – all of which has aided in illustrating the brand’s rich history, heritage and philosophy.
The ‘When you know it’s right, don’t change a damn thing’ campaign will begin to roll out in global markets in autumn 2025, starting with the US, Japan, Australia and South Korea.
The campaign includes a variety of films and key visuals to be used across channels, including digital, social, TVC and print.
To watch the two-minute version of the campaign spot, click below.
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