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 soon, Wild Turkey American Honey 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.
"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 flavours 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 (in the US market) that play funny party scenes around a person when they sit on the bus stop's bench. 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 (see below) – entitled "Mullet Love," "Geek Leg," and "Kickball," – depict scenarios of people ditching their boring sides for fun with their friends.