Wild Turkey bourbon wins with new pack design

Wild Turkey were keen on reinventing their pack design as part of a new campaign but wanted to make sure they their customer’s blessing to do so – the last thing they wanted was to anger their loyal fans. We simplified their concept and presented it to target consumers, quickly realizing that a few ideas were stand outs. In the end, despite a highly competitive market, Wild Turkey’s new consumer-backed design won them greater market share.

challenge

Wild Turkey is the third-largest Bourbon brand in the Australian market.

To continue to keep the brand’s ready-to-drink offering relevant while appealing to drinkers of competitive bourbon brands, they wanted to update their pack design as part of a ‘new look, same bold taste’ campaign.

However, they wanted to ensure that their loyal Wild Turkey brand advocates wouldn’t be alienated by these pack changes.

solution

The Wild Turkey team gave PLAY their preferred new pack design to test on a group of target consumers and brand loyalists to see how it stacked up against the original, more familiar pack.

PLAY simplified the process to ensure the research focused on the most critical components. We chose efficient and effective methodologies to review the new pack design against Wild Turkey’s core KPIs.

result

We were also able to isolate three ideas that would help Wild Turkey optimise the effectiveness of the pack on shelf and these were subsequently implemented.

We were thrilled with the results when the new pack went to market. In a challenging bourbon category, Wild Turkey managed to improve share post relaunch, despite the dramatic shift in pack design.

you’re in good company.

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