Campari – Wild Turkey

The Challenge:
Each of the three main whiskey brands had creative themes around which they had built their marketing and advertising messages. Jim Beam had the Party Crew girls, Jack Daniels had music, bikes and cars, so Wild Turkey decided to sponsor the Australian Poker League ‘APL’. We were challenged with turning this sponsorship into a consumer facing sales promotion that would increase sales and act as a point of difference between the brands.

The Solution:
We used Joe Hachem, who won the million dollar hand the year before at the APL final and then became the face of WIld Turkey. We needed to create a set of tailored promotional mechanics that would suit both on and off premises, incentivise purchase and drive awareness of Wild Turkey’s sponsorship arrangement with the APL.

The Idea:
“Go All In & WIn” delivered a creative platform with which we were able to incentivise consumers to purchase by winning either an all expenses paid trip to Las Vegas or a custom Wild Turkey poker table and set.