Wild Turkey American Honey Launches “Bad News for Boring” Campaign

27 Aug 2014 --- Whatever your definition of boring, American Honey implores you to brush it aside for an evening and take your awesome side out on a date.

Debuting this summer, Wild Turkey American Honey, the original honey flavored Bourbon, unveils “Bad News for Boring,” the brand’s largest-ever marketing campaign. The playful messaging invites consumers to leave their boring side at home through innovative digital, social, and out-of-home advertising.

“Bad News for Boring” engages Millennials of legal drinking age who bring awesomeness to every situation, no matter where they are. Enjoyed equally by men and women as a delicious shot, Wild Turkey pioneered the flavored bourbon category in 1976 and paved the way for the explosive growth currently underway in the U.S. market.

“Back in the 1970’s, our Master Distiller – Jimmy Russell – had a vision to create a Bourbon with broad appeal for both men and women. He experimented with several flavors and Wild Turkey Honey Liqueur emerged as the winner. Today, we know that product as American Honey. Our new campaign – ‘Bad News for Boring’ – stays true to the brand’s industry leadership by utilizing forward-thinking consumer engagement with attention grabbing out-of-home placements that signal the end of boring nights out for everyone,” says Andrew Floor, Senior Marketing Director, Dark Spirits.

The out-of-home placements will be the most interactive part of the campaign, and are designed to surprise and delight. They include LED screens at bus stops that play funny party scenes around a person when they sit on the bus stop’s bench, instantly transforming boring into fantastic. Additionally, unexpected life-sized mannequins cut in half to represent a person’s “boring side” will be placed in front of some American Honey accounts in target markets, reminding folks to leave their boring half outside the door.

Three viral videos now online – entitled “Mullet Love,” “Geek Leg,” and “Kickball,” – depict hilarious scenarios of people ditching their boring sides for fun with their friends. The videos are currently running on outlets, including Hulu, ESPN, and Funny or Die. Bad News for Boring content will be brought to life through partnerships with sites like BuzzFeed and The Chive. The brand is also a partner at all four ChiveFest’s this summer. A social media campaign will engage American Honey’s social sports club members to submit their best Bad News for Boring photos for a chance to win an all-expenses paid trip (where legal) to Las Vegas – the least boring place on Earth.

The campaign was created by San Diego-based creative agency Vitro.