Wild Turkey Brand Relaunch Case Study
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Integrated brand campaign delivering market share growth. The problem keeping the Marketing Director awake at night: How to reinvigorate a brand in a category dominated by two giants – Jack Daniel’s and Jim Beam? The Core solution: Challenged with a tight budget, yet high sales aspirations, we delivered a creative idea that punched well above its weight - making the campaign seem much bigger than its media spend. The idea leveraged ‘bourbon belt’ heartland rocker Jimmy Barnes, a true working class hero with relevant and cut-through brand attributes - honesty, masculinity and a down-to-earth character that values mateship. In collaboration with our ambitious client, we launched our contentious and cheeky ‘Give ’em the bird’ integrated campaign featuring Barnsey and Cold Chisel across TV, print, outdoor, digital, trade promotions and point-of-sale. The results: The campaign delivered solid results with 131% growth in RTD and 48% overall sales growth during the campaign period. The TVC was the most viewed clip on YouTube the day it launched and went viral to over 100,000 views in just a few days. It also generated over 500 comments. Digital, activation & social media Packaging, promotions and new product launches TVC brand re-launch 500k Duncan Wakes-Miller | [email protected] | T: 02 9211 6373 | M: 0425 209 489 | coresydney.com.au
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Transcript of Wild Turkey Brand Relaunch Case Study
Integrated brand campaign delivering market share growth.
The problem keeping the Marketing Director awake at night: How to reinvigorate a brand in a category dominated by two giants – Jack Daniel’s and Jim Beam?
The Core solution: Challenged with a tight budget, yet high sales aspirations, we delivered a creative idea that punched well above its weight - making the campaign seem much bigger than its media spend.
The idea leveraged ‘bourbon belt’ heartland rocker Jimmy Barnes, a true working class hero with relevant and cut-through brand attributes - honesty, masculinity and a down-to-earth character that values mateship.
In collaboration with our ambitious client, we launched our contentious and cheeky ‘Give ’em the bird’ integrated campaign featuring Barnsey and Cold Chisel across TV, print, outdoor, digital, trade promotions and point-of-sale.
The results: The campaign delivered solid results with 131% growth in RTD and 48% overall sales growth during the campaign period. The TVC was the most viewed clip on YouTube the day it launched and went viral to over 100,000 views in just a few days. It also generated over 500 comments.
Digital, activation & social media
Packaging, promotions and new product launches
TVC brand re-launch
500k
Duncan Wakes-Miller | [email protected] | T: 02 9211 6373 | M: 0425 209 489 | coresydney.com.au
