Wild Turkey Bourbon was a brand with history, but also a negative perception. So, our challenge was to take a storied, but marginalized brand and make it relevant and current by attracting a completely new set of customers and advocates – all without alienating our core fans. So, leveraging the unique claim that Wild Turkey has remained true to its traditional recipe and distilling process for over 60 years, we developed a 360 campaign titled “Never Tamed.”