CONFIDENTLY UGLY

Brand Strategy | Creative Idea | TV | Video | Digital | Outdoor | POS

The Wild Turkey is not an animal that evolution has been kind to; it’s not hug-able, it’s not cute, it’s just ugly. But by embracing its hideousness we made ugly our strength and earned the respect of self-deprecating Aussies. Aged longer for more characterful flavour, we confidently positioned Wild Turkey as having substance over style.