A Bold Stand Against Trends: Wild Turkey’s New Global Message
In a world obsessed with change, Wild Turkey Bourbon is making a bold statement with its new global campaign: “When You Know It’s Right, Don’t Change a Damn Thing.” Directed by Kiku Ohe and developed by GUT New York, the campaign honors the brand’s century-long commitment to its original recipe and philosophy.
The Legacy of Conviction: Jimmy Russell’s Enduring Impact
At the heart of the campaign is Jimmy Russell, Wild Turkey’s legendary Master Distiller and Bourbon Hall of Famer. In the 1970s and 1980s, when lighter spirits dominated the market, Jimmy stood firm, refusing to dilute Wild Turkey 101’s bold flavor. Now celebrating 71 years with the brand, Jimmy is joined by his son Eddie Russell and grandson Bruce Russell, continuing the family’s legacy.
Creative Storytelling Through Mixed Media
The campaign films use a compelling mix of 8mm, 35mm, and digital film, along with historical photos and memorabilia from Jimmy’s decades in the industry. These visuals reinforce the brand’s rich heritage and its refusal to compromise.
Global Rollout and Star Appearances
The campaign features appearances from four Russell family members and Wild Turkey fans from around the world, including:
- Toure Folkes – New Orleans, USA
- Sam Russ – Brisbane, Australia
- Naoto Ogawa – Tokyo, Japan
The campaign will launch in fall 2025 across the US, Japan, Australia, and South Korea, spanning digital, social, TVC, and print channels.
Wild Turkey’s Timeless Craftsmanship
Wild Turkey is distilled in Lawrenceburg, Kentucky, using crystal-clear limestone-filtered water and aged in Number 4 “alligator” char American oak barrels. This process delivers the brand’s signature bold flavor and deep amber color.
About Campari Group
Wild Turkey is part of the Campari Group, a global spirits powerhouse with over 50 premium brands. Headquartered in Milan, Italy, Campari Group operates in over 190 countries and employs approximately 5,000 people.
Quotes That Define the Campaign
“Every bottle of Wild Turkey bourbon tells a story of conviction.”
— Raul Gonzalez, Global Managing Director of Whiskey & Rum, Campari Group
“Wild Turkey is a brand that knows exactly who it is and refuses to compromise.”
— Lucas Bongioanni, Chief Creative Officer, GUT New York
Learn More
Visit wildturkeybourbon.com or follow @wildturkey on social media to explore the campaign and the legacy behind every bottle.
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