The Challenge
Wild Turkey is an icon, but in a rapidly evolving RTD category, even icons need to work harder on shelf.
Over the past decade, Australia’s RTD market has transformed, driven by evolving consumer preferences and innovative product offerings. Initially dominated by traditional spirits mixed with soft drinks, the market has seen a surge in demand for more diverse and premium options, including craft cocktails, low-alcohol beverages, and health-conscious choices like hard seltzers and kombucha-based drinks. Additionally, the growth of e-commerce and direct-to-consumer channels has further expanded accessibility and variety, making it easier for Australian consumers to explore and enjoy RTD beverages tailored to their evolving tastes and lifestyles.
As one of Campari’s key brands across Australia and New Zealand, Wild Turkey needed an RTD range that could keep pace with the category and continue to earn its place on shelf.
The Creative Method won the creative pitch against both local and global agencies, taking on the challenge of redefining Wild Turkey’s RTD range for a new generation of consumers.
The Insight
In a crowded fridge, recognition isn’t enough. You need to own the space.
Wild Turkey has one of the most recognisable assets in spirits: the Turkey. The opportunity was to unlock its full power as a distinctive brand asset, using its inherent equity to create a stronger sense of value, quality and authenticity.
But this wasn’t simply about making the pack look better. The challenge was to create a stronger visual hierarchy that could work across the entire range.
The Creative Solution
The refreshed RTD packaging heroes the iconic Turkey as a bold brand badge, creating an immediate visual connection with the Wild Turkey brand.
More consistent hierarchy makes the range easier to understand at a glance, while clearly distinguishing variants, flavours and pack sizes.
Then we wrapped it. A distinctive wrap treatment creates powerful brand blocking across the range, helping Wild Turkey stand out in the fridge while making navigation faster and more intuitive.
The result is a packaging system that is recognisable from a distance, premium up close and unmistakably Wild Turkey.
The Result
A stronger Wild Turkey presence, built for where RTD is heading.
After two years of concept and development, the refreshed RTD range gives Wild Turkey a packaging system designed to future-proof the brand as the category continues to change and premiumise.
The new architecture creates greater consistency across the portfolio, stronger shelf presence and clearer navigation between variants, flavours and pack sizes.
Most importantly, it puts the Turkey back in the spotlight, giving an Australian and New Zealand RTD staple the distinctive, premium presence it deserves.
“Wild Turkey has generations of bourbon heritage behind it and the turkey itself is an important part of that story. We wanted the RTD portfolio to better reflect the uncompromising spirit and conviction and have greater standout on shelf, while remaining instantly recognisable to Wild Turkey drinkers.
“The evolved system heroes an asset that’s uniquely ours and gives us a stronger and more distinctive presence across the range.”
– Mark Watson, Marketing Director, Campari Australia
“When you’re working with a brand people have known for generations, the temptation can be to demonstrate change by changing everything. But the better question is: what have you already got that nobody else can own?
Icons and images are more immediate and can carry more personality than wordmarks or type-based logos. For Wild Turkey, that icon was staring us in the face. Any bird that aesthetically challenging deserved some more love!”
– Tony Ibbotson, Founder & Creative Director, The Creative Method
Wild Turkey RTD Range Packaging Design
Putting the turkey back in the spotlight to give an RTD staple the distinctive, premium presence it deserves.
Client
Campari
Industry
Alcohol / RTD / Drinks Packaging and Banding
Expertise
Alcohol Packaging Design