Wild Turkey® Debuts First Television Advertising Campaign In 157-Year Brand History

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Bourbon Brand Re-Defines Meaning of "Give 'Em The Bird"

Just like its flavorful bourbon, you can’t rush perfection. So you’ll have to pardon Wild Turkey® if it took 157 years to launch the Bourbon brand’s first-ever television advertising campaign.

Debuting nationally on May 1, the inaugural television commercial, “Give ‘Em The Bird,” advances the brand’s popular ongoing eponymous marketing campaign that launched last year. The humorous spot highlights a newbie bartender’s understandable hesitancy to obey his fellow, seasoned barman’s direction (“Just give ‘em the bird!”) to an intimidating, surly-looking patron. However, it’s soon revealed to the novice drink slinger that “Give ‘Em The Bird ” is innocuous bar slang for serving up a drink of famous Wild Turkey Bourbon.

“Give ‘Em The Bird” will air in both 15- and 30-second versions on nationwide outlets like ESPN, Comedy Central, Spike, TNT, and TBS this Spring in a media flight that will garner 150 million impressions through television. The brand’s ongoing marketing campaign is also supported with print, out-of-home, digital, social media, and public relations.

“Airing this new campaign is another incredible milestone in the storied history of Wild Turkey,” said Jimmy Russell, Master Distiller at Wild Turkey Bourbon and a 58-year distilling veteran. “When Bourbon was first distilled on Wild Turkey Hill here in Kentucky, the most popular form of communication was shouting down the road. Now, after all those years, our brand can reach millions through its first television advertising. I guess some would call that progress.”

In addition to the unveiling of its first-ever television campaign for Wild Turkey, since acquiring the Wild Turkey brand in 2009, Campari America has introduced a series of significant enhancements to the production and packaging of Wild Turkey Bourbon. The far-reaching range of Campari America’s investment includes: the debut of Wild Turkey 81 Bourbon and a portfolio packaging refresh (summer 2011), the $50 million expansion of its Distillery to double output (fall 2011), the groundbreaking of a new $44 million packaging facility (March, 2012), and the launch of Wild Turkey 81 Rye (March, 2012).

“It is never easy to take a more than 150 year old brand and put it on television for the first time,” said Umberto Luchini, Head of Marketing, Campari America. “I think our ‘Give ‘Em The Bird’ campaign stays true to the Wild Turkey brand, but just as importantly, it stays true to our loyal fans who will absolutely understand the wink and nod humor in the spot, and see this commercial as being Wild Turkey, through and through.”

The spot is directed by Bob Giraldi, whose famed credits include Michael Jackson’s award-winning “Beat It” music video, as well as the famous 1984 Pepsi commercial starring Jackson, which is one of the most-watched ads of all time. The campaign was developed by FLY Communications out of New York, NY.

About Campari America
Campari America is a wholly owned subsidiary of Davide Campari-Milano S.p.A. (Reuters CPRI.MI - Bloomberg CPR IM), together with its affiliates Gruppo Campari. At the heart of Campari America are two legends in the American spirits industry. The first, Skyy Spirits, was founded in San Francisco back in 1992 by the entrepreneur who invented iconic SKYY Vodka. The second is the world-famous Wild Turkey Distillery in Lawrenceburg, Kentucky, where they have been making the world’s finest whiskies since the 1800’s. Both companies were purchased by Davide Campari-Milano and together they form Campari America, which has built a portfolio unrivaled in its quality, innovation and style, making it a top choice among distributors, retailers, and consumers. Campari America manages Gruppo Campari’s portfolio in the US with such leading brands as SKYY® Vodka, SKYY Infusions®, Campari®, Wild Turkey® Straight Kentucky Bourbon, American Honey®, Russell’s Reserve®, Glen Grant® Single Malt Scotch Whisky, Cabo Wabo® Tequila, Espolón® Tequila, Ouzo 12®, X-Rated® Fusion Liqueur®, Frangelico®, Carolans Irish Cream®, Irish Mist® Liqueur, Sagatiba® Cachaça and Jean-Marc XO Vodka®. Campari America is also the exclusive US distributor of The Glenrothes® Single Malt Scotch Whisky, Bowmore® Islay Single Malt Scotch Whisky, Auchentoshan® Lowland Single Malt Scotch Whisky, Glen Garioch® Highland Single Malt Scotch Whisky, Flor de Caña® Rum, Midori® Melon Liqueur, Hibiki® Whisky, Hakushu® Single Malt Whisky, and The Yamazaki® Single Malt Whisky.

Campari America is headquartered in San Francisco, California. More information on the company can be found at http://www.campariamerica.com, http://www.facebook.com/campariamerica, Twitter: @CampariAmerica and http://www.camparigroup.com. Please enjoy Campari America brands responsibly and in moderation.

About Gruppo Campari
Davide Campari-Milano S.p.A., together with its affiliates ("Gruppo Campari"), is a major player in the global beverage sector, trading in over 190 nations around the world with a leading position in the Italian and Brazilian markets and a strong presence in the USA and Continental Europe. The Group has an extensive portfolio that spans three business segments: spirits, wines and soft drinks. In the spirits segment its internationally renowned brands, such as Campari, Carolans, SKYY Vodka and Wild Turkey stand out. It also has leading regional brands including Aperol, Cabo Wabo, Camparisoda, Cynar, Frangelico, Glen Grant, Ouzo 12, X-Rated Fusion Liqueur, Zedda Piras and the local Brazilian brands Dreher, Old Eight and Drury’s. Its wine segment boasts the global brand Cinzano, as well as important regional brands including Liebfraumilch, Mondoro, Odessa, Riccadonna, Sella&Mosca and Teruzzi&Puthod. The soft drinks segment comprises the non-alcoholic aperitif Crodino and Lemonsoda as well as its respective line extension dominating the Italian market. The Group employs over 2,200 people. The shares of the parent company, Davide Campari-Milano S.p.A. (Reuters CPRI.MI - Bloomberg CPR IM), are listed on the Italian Stock Exchange. http://www.camparigroup.com

More information on the company can be found at: http://www.camparigroup.com/en/group/main.jsp
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Shaun Clair
Catalyst Public Relations
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