Wild Turkey: Dusting off an ageing brand

The Challenge

With a newly acquired brand that was rich in heritage but feeling a bit dusty, Gruppo Campari asked The Gild to reposition Wild Turkey for future growth and help it regain its rightful place as a high quality bourbon brand.

The Approach

We developed a 360 view of the current state of the brand and where it could go in the future through consumer ethnographies, conversations with bartenders, a competitive communications and semiotics review, an analysis of macro cultural trends, and a ‘distillery dig’. Taking this research and conducting a number of immersive workshops, we developed a positioning to take Wild Turkey well into the future.

The Solution

A new positioning around staying true to your convictions, just as Wild Turkey has done by making high quality bourbon the same way for over 100 years. We brought this to life with a brand manifesto and brand book to engage and inspire local market teams and their partner agencies.

The Results

The new positioning was launched through an ad campaign ‘Never Tamed’ in 2013 followed by new packaging design and the launch of new super premium variants. In 2016 a partnership has been announced with Matthew McConaughey as Creative Director. Wild Turkey has been achieving 8% YOY growth globally and 12% in the US since The Gild defined their strategy.


The packaging design for Wild Turkey was completed by Pearlfisher, the 2016 advertising by Matthew McConaughey using the brand positioning work created by The Gild.