Market research
Gruppo Campari has launched a television advert in the US for its Wild Turkey Bourbon brand.
The ad, which can be viewed above, is directed by Matthew McConaughey. The actor was confirmed by Campari last month as Wild Turkey's creative director.
Forming part of a global activation entitled 'It'll Find You', the spot will launch in the US this month. The broader campaign will comprise broadcast, print and digital support for the brand.
For a just-drinks exclusive, two-part interview with Gruppo Campari's CEO, Bob Kunze-Concewitz, click here
Following the release of half-year results last month, Campari CEO Bob Kunze-Concewitz warned that the American Honey brand extension of Wild Turkey had been a pull on the Bourbon's performance in the period. While overall sales for the mark were up globally by 3%, and by 7% in the US, American Honey posted a slip in sales. Kunze-Concewitz blamed a slowdown in the flavour category and glass-supply issues.
Sectors: Marketing – advertising & promotions, Spirits
Companies: Gruppo Campari
