Dive Brief:

• Wild Turkey today (Sept. 9) launched its first global brand campaign, “When You Know It’s Right, Don’t Change a Damn Thing,” since 2021, according to information shared with Marketing Dive.
• The effort highlights how the Campari Group bourbon has stuck to its roots instead of embracing fads, putting a heavy emphasis on tradition and family. Campaign spots use a mixed-media approach to tell the story of Wild Turkey and master distiller Jimmy Russell, who has been with the brand for 71 years.
• The campaign will span channels including print, digital, social media and TV. The effort will begin to roll out in global markets this fall, beginning in the U.S. Japan, Australia and South Korea.

Dive Insight:

Wild Turkey is embracing its commitment to tradition for its latest global campaign. Created in partnership with Gut New York, “When You Know It’s Right, Don’t Change a Damn Thing,” shows how the brand has remained consistent as the world around it continues to evolve. The campaign comes as the bourbon industry continues to struggle amid tariffs and sales declines.

The two-minute hero film uses digital, 8mm and 35mm film to show off artifacts from Wild Turkey’s past, including notebooks belonging to Jimmy Russell. The effort is meant to convey a story of consistency and quality. Jimmy, the oldest serving master distiller in the spirits industry, makes a cameo, along with his son, Eddie, grandson, Bruce, and granddaughter, Joann Street — all of whom work for the brand.

A focus on the brand’s heritage is part of its efforts to connect with the next wave of drinkers, according to Raul Gonzalez, global managing director of whiskey & 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,” Gonzalez said in press materials.

The American whiskey industry, which includes bourbon, experienced a 1.8% sales decline last year, largely driven by excess inventory and tariffs, which has greatly affected the purchase of bourbon by foreign countries. Amid the turmoil, bourbon brands have made a considerable effort to reach consumers. For instance, Suntory brand Jim Beam recently positioned itself as an affordable luxury brand and has experimented with new flavors, such as pineapple.