Background
After a successful 18 months as Wild Turkey’s brand ambassador, it was time to take Matthew’s relationship to the next level by having him imprint himself on the business and its product, not just its advertising. But in a world where you couldn’t go a week without a new celebrity endorsement or brand launch, this needed to be authentic.
Endorsement deals were a dime a dozen
Challenge
Wild Turkey was trying to premiumise their brand to capture a new generation of brown spirits drinkers. Matthew’s association had taken us so far. To truly solidify the relationship both Wild Turkey and Matthew needed to make a statement, and not just another shallow paid endorsement.
The first premium expression of Wild Turkey
Insight
Actions speak louder than words.
A coming together of two families
Solution
A truly collaborative development of the new Longbranch liquid, which included charred barrels using mesquite wood, famously used in BBQs in Matthew’s home state of Texas. Working with Master Distiller Eddie Russell to truly create something that was representative of the Russell’s and Matthew. Longbranch is a symbol of two families connecting and building something more than just the sum of its parts. We launched the product by using the symbolism of a journal, documenting how Matthew imprinted himself on the Whiskey and became the first person other than the brewers to have his signature on a bottle of Wild Turkey.
Results:
The most successful bourbon launch of 2018
First foray for Wild Turkey into premium bourbons
Still on shelves today