Matthew McConaughey Is Wild Turkey's New 'Creative Director'
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“It’s a new era for Wild Turkey,” Bob Kunze-Concewitz, CEO at Gruppo Campari, stated. “We’ve made a significant investment into the brand over the last several years, as we’ve always strongly believed in the quality of the product and the special story behind the people who make it. With Matthew McConaughey now on board, we believe we are ready to share that story with the entire world.”
Giving celebrities marketing titles has been a popular tactic for brands in recent years. In July, for instance, Bacardi Limited named music producer Swizz Beatz as its “global chief creative for culture.” In the bourbon category, Mr. McConaughey will be squaring off with actress Mila Kunis, who has been the face of Jim Beam’s advertising since 2014.
Wild Turkey is the fifth-largest bourbon label in the U.S. according to Impact Databank. Sales grew 3.4% to 610,000 cases last year.
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