Australia – a market where Wild Turkey sat at number four (62%) in brand awareness, lagging behind its American whiskey counterparts – required a reinvigoration of the brand to resonate with a younger, more urban demographic. The challenge: establish Wild Turkey as a differentiated drink and a unique choice compared to its noisier competitors.

The answer lay in redefining the brand through the heartbeat of Australia – its music culture.

The primary objective was straightforward yet ambitious: elevate brand awareness, particularly among a younger and urban audience, challenging the traditional perception of Wild Turkey as a drink associated with an older, heartland demographic. The objective included not just increasing brand awareness but also fostering brand affinity at live events, targeting a 70% affinity rate.

Crucially, the brand sought to forge a distinctive connection between Wild Turkey and music, aligning with the global 'Trust Your Spirit' platform.

'Wild Turkey Music 101' was about creating a platform taking music back to basics, helping to inspire a new generation of independent musicians, all while showcasing the unique craft of the bourbon.

The collaboration with ARIA award-winning artist Matt Corby was key.

Matt's journey aligned seamlessly with the 'Trust Your Spirit' ethos. He wasn't just an artist; he was a symbol of bold decisions and authenticity. The campaign focused on Matt's story, as someone who stepped away from the conventional path, trusted his instincts, and carved out a unique identity.

This played out across a TVC, extended brand story, a mentorship program, and a number of pivotal live performances.

By embracing the unmistakable sounds of Kentucky's musical heritage, we could also carve out a distinct sound in music culture. This creative direction for the music identity was developed in partnership with key Matt and his fellow headline acts.

The process involved delving deep into Wild Turkey's essence, finding parallels with master distiller Jimmy Russell's commitment to 'Trust Your Spirit.'

This began with an exploration of Wild Turkey's fundamental values, with parallels drawn with musicians who, like Russell, create music unabashedly and authentically, following their instincts.

To make a distinctive mark in music, the campaign looked to Kentucky's musical heritage, focusing on acoustic genres like folk and bluegrass.

The platform needed to become a vehicle for Wild Turkey to showcase acoustic live sessions with some of Australia's most prominent music artists, reinforcing the brand's connection to music and providing a distinct edge compared to competitors.

The inclusion of a mentorship program would also allow Wild Turkey to attract a new wave of creators, each identifying with the brand’s philosophy.

The impact was transformative, helping Campari Australia to experience its biggest year ever in terms of sales performance.

Brand affinity skyrocketed by 20%, reaching an impressive 90%. Fans revelled in the 'Wild Sessions,' recording a remarkable 98% enjoyment rate. Brand differentiation from competitors surged by 21 points, marking a shift in consumer perception.

Wild Turkey, through 'Wild Turkey Music 101,' overtook Jim Beam and Jack Daniels on key brand perception statements. Participants reported significant upticks in statements like being proud to order Wild Turkey (+18pts to 54%), considering it a brand for themselves (+17pts to 55%), and appreciating it as good to be enjoyed with friends (+14pts to 74%).

The media campaign generated over 63M impressions, 10M video views and 1.4M thruplays, with a reach of +4.5M. Across Instagram, engagement increased 60% YoY, while the mentorship program attracted over 300 applications, showcasing the brand's commitment to fostering Australian musical talent.