positioning & communication strategy for wild turkey bourbon

Vasso Patrikiou | Portfolio Project December 9, 2016

1. Situation Analysis &Never Tamed

2. The Next Stage of NeverTamed

3. Rethinking the Next Stage4. Recommendation

Outline

Situation Analysis & Never Tamed Campaign

Bourbon Boom

Millennials

Wild Turkey

Situation Analysis

The Never Tamed Campaign

The Next Stage of Never Tamed

Wild Turkey’s Marketing Efforts

2012

2013-2014

2015

2016

Sharing Wild Turkey’s Story

“This time the whole campaign ecosystem revolved around Jimmy

Russell.”Andrew Floor, Marketing Director Brown Spirits,

Campari

Rethinking the Next Stage

How About Your Audience?

Source: Forbes & Marketing Charts

78% of Consumers

Desire Some Type of Content

Personalization

4 out of 5 Consumers State

Brands Don’t Know Them As

Individuals

“Understanding the mythology of your partner, your customer and your audience is far more important than watching the instant replay of what actually happened.”

Seth Godin

Target Audience: Cultural Explorers

78% of Millennials would choose to spend

money on an experience

Source: Forbes

Timeless Experience

Why Wild Turkey?

Experiential Marketing

“Creating a closer bond between the consumer and the brand by immersing them in a fun and memorable experience.”

Econsultancy

Creating Experiences

Source http://markdebrand.com/experiential-marketing-statistics/

98% of

consumers feel more inclined to purchase after attending a live

activation

74% of

consumers have a better opinion about the brand after attending

an in-person event

71% of

consumers share information about their

experience with their peers and

family

Recommendation

The Sweet Spot

Timeless Experience

Cultural Explorers

Find Your Journey

Experiential Marketing

Find Your Journey

Find Your Journey

Find Your Journey

Activation Ideas

Experience Wild Turkey: Tasting

Thank You!

References

“Consumers Say They Find Personalized Ads More Engaging and Memorable,” Marketing Charts, June 3, 2014.

http://www.marketingcharts.com/online/consumers-say-they-find-personalized-ads-more-engaging-and-memorable-43005/

(accessed December 9, 2016).

Morgan Blake, “NOwnership, No Problem: Why Millennials Value Experiences Over Owning Things,” Forbes, June 1, 2015.

http://www.forbes.com/sites/blakemorgan/2015/06/01/nownershipnoproblem-nowners-millennials-value-experiences-over-

ownership/#187e184f1759 (accessed December 9, 2016).

“Which Brand Attributes Matter Most to Millennials?” Marketing Charts, September 23, 2014.

http://www.marketingcharts.com/traditional/which-brand-attributes-matter-most-to-millennials-46236/ (accessed December

9, 2016).

Whitler Kimberly, “IBM Study Finds Consumers Are Disappointed By Marketers,” Forbes, April 1, 2015.

http://www.forbes.com/sites/kimberlywhitler/2015/04/01/ibm-study-finds-consumers-are-disappointed-by-

marketers/#a9645d151cb7 (accessed December 9, 2016).

Rivero Sol, “13 Experiential Marketing Statistics You Should Know,” Mark DeBrand, May 13, 2016.

http://markdebrand.com/experiential-marketing-statistics/ (accessed December 9, 2016).