1. Vasso Patrikiou | Portfolio Project
December 9, 2016

2. 1. Situation Analysis &
Never Tamed
2. The Next Stage of Never
Tamed
3. Rethinking the Next Stage
4. Recommendation
Outline

3. Situation Analysis & Never Tamed Campaign

4. Bourbon
Boom
Millennials
Wild
Turkey
Situation Analysis

5. The Never Tamed Campaign

6. The Next Stage of Never Tamed

7. Wild Turkey’s Marketing Efforts
2012
2013-2014
2015
2016

8. Sharing Wild Turkey’s Story
“This time the whole campaign
ecosystem revolved around Jimmy
Russell.”
Andrew Floor, Marketing Director Brown Spirits,
Campari

9. Rethinking the Next Stage

10. How About Your Audience?
Source: Forbes & Marketing Charts
78% of
Consumers
Desire Some Type
of Content
Personalization
4 out of 5
Consumers State
Brands Don’t
Know Them As
Individuals

11. “Understanding the mythology of your partner,
your customer and your audience is far more
important than watching the instant replay of
what actually happened.”
Seth Godin

12. Target Audience: Cultural Explorers
78% of
Millennials would
choose to spend
money on an
experience
Source: Forbes

13. Timeless Experience
Why Wild Turkey?

14. Experiential Marketing
“Creating a closer bond between the consumer
and the brand by immersing them in a fun and
memorable experience.”
Econsultancy

15. Creating Experiences
Source http://markdebrand.com/experiential-marketing-statistics/
98% of
consumers feel
more inclined to
purchase after
attending a live
activation
74% of
consumers have
a better opinion
about the brand
after attending
an in-person
event
71% of
consumers share
information
about their
experience with
their peers and
family

16. Recommendation

17. The Sweet Spot
Timeless
Experience
Cultural
Explorers
Find Your Journey
Experiential
Marketing

18. Find Your Journey

19. Find Your Journey

20. Find Your Journey

21. Activation Ideas

22. Experience Wild Turkey: Tasting

23. Thank You!

24. References
“Consumers Say They Find Personalized Ads More Engaging and Memorable,” Marketing Charts, June 3, 2014.
http://www.marketingcharts.com/online/consumers-say-they-find-personalized-ads-more-engaging-and-memorable-43005/
(accessed December 9, 2016).
Morgan Blake, “NOwnership, No Problem: Why Millennials Value Experiences Over Owning Things,” Forbes, June 1, 2015.
http://www.forbes.com/sites/blakemorgan/2015/06/01/nownershipnoproblem-nowners-millennials-value-experiences-over-
ownership/#187e184f1759 (accessed December 9, 2016).
“Which Brand Attributes Matter Most to Millennials?” Marketing Charts, September 23, 2014.
http://www.marketingcharts.com/traditional/which-brand-attributes-matter-most-to-millennials-46236/ (accessed December
9, 2016).
Whitler Kimberly, “IBM Study Finds Consumers Are Disappointed By Marketers,” Forbes, April 1, 2015.
http://www.forbes.com/sites/kimberlywhitler/2015/04/01/ibm-study-finds-consumers-are-disappointed-by-
marketers/#a9645d151cb7 (accessed December 9, 2016).
Rivero Sol, “13 Experiential Marketing Statistics You Should Know,” Mark DeBrand, May 13, 2016.
http://markdebrand.com/experiential-marketing-statistics/ (accessed December 9, 2016).