Wild Turkey stands firm with a campaign that rejects change for change’s sake, celebrating 100 years of unchanged bourbon-making tradition.
The Kentucky bourbon brand launches “When You Know It’s Right, Don’t Change a Damn Thing” globally this month, featuring Master Distiller Jimmy Russell’s 71-year legacy and his family’s commitment to their original recipe.
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Wild Turkey Defends Traditional Bourbon Making Against Industry Trends
The campaign arrives as spirits makers increasingly chase market trends and lighter profiles. Wild Turkey’s new films showcase the Russell family’s resistance to industry pressure, particularly during the 1970s and 1980s when competitors shifted toward lighter spirits. Master Distiller Jimmy Russell refused to water down Wild Turkey 101 bourbon, maintaining its pre-Prohibition flavor profile.
“Every bottle of Wild Turkey bourbon tells a story of conviction,” says Raul Gonzalez, Global Managing Director of Whiskey & Rum at Campari Group. “The brand’s steadfast approach is one reason why Wild Turkey is so beloved and respected all over the world today. There’s pride in ordering Wild Turkey bourbon, and we’re excited to bring Jimmy and Wild Turkey’s story to a new generation of fans with this new campaign.”
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The campaign uses mixed-media elements including 8mm and 35mm film stock, digital footage, and historical artifacts from Russell’s seven decades in the industry.
The creative approach, directed by Kiku Ohe, incorporates notebooks filled with recipes, newspaper clippings, and archival family photos. These materials document the brand’s philosophy of maintaining consistency over innovation.
Wild Turkey Expands Global Reach Through Multi-Generational Story
The campaign features four Russell family members: Jimmy Russell, his son Eddie Russell (also a Master Distiller and Bourbon Hall of Famer), grandson Bruce Russell (associate master blender), and granddaughter Joann Street (Wild Turkey US Brand Ambassador).
International bartenders from the brand’s key markets also appear, including Toure Folkes from New Orleans, Sam Russ from Brisbane, and Naoto Ogawa from Tokyo.
This marks Wild Turkey’s first global brand campaign since “Trust Your Spirit” in 2021. The new creative will roll out across the United States, Japan, Australia, and South Korea beginning fall 2025. Distribution includes digital, social media, television commercials, and print advertising.
GUT New York handled the creative development. Chief Creative Officer Lucas Bongioanni noted the rarity of brands maintaining their origins in an era focused on reinvention: “Wild Turkey is a brand that knows exactly who it is and refuses to compromise.
“In an era obsessed with innovation and reinvention, it’s rare to find a story that’s about staying true to its origins. We are honored to bring that special kind of bravery to life in a way that feels as bold as the bourbon itself.”
The campaign reinforces Wild Turkey’s market position through its heritage story. At 71 years with the company, Jimmy Russell holds the distinction of being the longest-serving master distiller in the spirits industry. His preservation of the Wild Turkey 101 recipe during decades of industry change forms the campaign’s central narrative.
The multi-generational involvement of the Russell family provides continuity for the brand’s message. Three generations working together at the distillery demonstrate the practical application of the campaign’s philosophy about maintaining traditions worth preserving.
