Wild Turkey Kentucky Bourbon has announced a multi-year partnership with Academy Award winning actor, Matthew McConaughey, for its new global campaign "It'll find you". McConaughey will lead the campaign as Creative Director, with the aim to encourage consumers to the bourbon category, with Wild Turkey. "If our bourbon is for you, you will know, Wild Turkey, It'll find you," the campaign tagline reads.

Australia is one of Wild Turkey's largest markets, but the premium bourbon category has faced challenging market conditions here over the last couple of years. With McConaughey on board, the brand hopes to drive awareness and relevance back into the category for existing bourbon drinkers and new millennials. Despite the total bourbon category experiencing relatively flat growth over the last two years (+0.3 per cent), Wild Turkey has managed to continue strong momentum in value growth at +3.2 per cent (MAT 08.07.16).

McConaughey was quoted in the New York Times this week, saying: "Wild Turkey has the history and qualities of a brand that depicts the dedication of someone to do something their own way – even if that way isn’t always the most popular.

"I want to help share their unique story, starting with a new ad campaign that I feel really captures the special essence of this brand while introducing itself like never before.”

The campaign will begin in September with the launch of a series of television and digital advertising campaigns, directed by McConaughey. A short film showing McConaughey's journey with the brand so far was released on Youtube this week.

A complete through the line campaign will continue throughout 2017 across Wild Turkey’s largest markets, Australia and America. This will be paired with a significant investment in the digital space, which will be hyper-targeted to recruit two million new millennial Wild Turkey’s consumers, introducing the brand to its next generation of bourbon drinkers.