Vitro Launches Rebranding Effort for Wild Turkey

By Erik Oster 

Ah sweet bourbon, brownest of the brown liquors.

MDC-owned, San Diego-based Vitro, responsible for the interesting Asics campaigns we’ve covered over the past couple of years, is rolling out a rebranding effort for Wild Turkey with a new campaign entitled “Never Tamed,” complete with a new website for the booze brand.


Aimed “squarely into the hearts and minds of the Millennial consumer” the parties involved claim this campaign is the largest in Wild Turkey history. The “#Nevertamed” tagline and hashtag refer to the bouron’s adherence to quality and refusal to compromise for financial or other practical reasons. In the first spot, they highlight the company’s use of a deeper char, more rye, and a longer aging process in their bourbon. “It’s worth it,” the spot proclaims, “because some people know that the choices you make are just a product of what you’re made of.” This is the kind of ridiculous quote you hear in just about every liquor ad, but the focus on Wild Turkey’s adherence to quality works. Next time Vitro might want to mention Wild Turkey’s refusal to turn to genetically modified grains at a time when many others in the industry have resorted to GMOs. This sixty second spot is backed by extensive digital and social media efforts, with print advertising forthcoming.

The “Nevertamed” campaign also features long-form profiles of “five uncompromising individuals who clearly exhibit the same Wild Turkey #Nevertamed spirit.” These include Michael Sharp, who surfs in the arctic waters of Alaska; Chris Davenport, who hiked up and skied all of Colorado’s 54 tallest mountain peaks in a year; female horse jockey Rosie Napravnik; premier glass blower Caleb Siemon; and Hollywood stunt man Tim Rigby. These five stories can be viewed after the 60 second spot in the playlist above.

The rebranding effort to move away from an association with a “rough and tumble, redneck set” and appeal to their target demographic of males aged 25-35 (Hey, that’s me: send me some free bourbon) should be well-served by the campaign, despite the first spot’s flaws. Wild Turkey would do well to play up its association with Hunter S. Thompson, a fan of the brand who’s beloved by Millenials everywhere. Credits after the jump.Credits

Agency: VITRO
Client: Wild Turkey Bourbon
ECD: John Vitro
ACD: Brian Dunaway
ACD: Ross Brodie
Interactive CD: PJ Yesawich
Director of Broadcast: Mickey Strider
Production Company: Aero Films
Director: Klaus Obermeyer
Exec Producer: Lance O’Connor
Editor: Nomad Edit
Editor: Tom Muldoon
Editor: Dave Friz
Music: Stimmung