Southern Comfort, from Bacardi Brown-Forman Brands, is hoping to encourage the nation to embrace “Whatever’s Comfortable” this summer with a humourous new ad campaign airing for the first time in the UK next Monday (June 22) in cinemas.
The new ad is the latest installment in the brand’s Whatever’s Comfortable campaign, which first launched in 2012. This new phase of the campaign, which aims to further build brand affinity amongst the 18-24 year old target audience, includes three versions of the creative. It will be screened on Video on Demand, in cinemas and across digital platforms for 20 weeks from June, ensuring Southern Comfort is front of mind throughout the summer trading months and beyond.
Entitled Spray Tan, and set in a male tanning salon, the new creative focuses on the brand’s core serve – Southern Comfort, lemonade and a squeeze of fresh lime – and highlights its suitability for summer drinking, in the irreverant style for which the brand is renowned. You can view the advert HERE
Southern Comfort marketing manager Gwen Ridsdale, comments: “Whatever’s Comfortable has been our biggest UK marketing campaign to date and has really helped build brand affinity with target consumers over the last three years, ensuring Southern Comfort is front of mind and revolutionizing the way in which fans of the brand drink our liqueur with American Whiskey. The brand has benefitted from past advertising campaigns in the and is now back in growth up 1% over the last year in value in the off-trade [Nielsen Off Trade Data to 23rd May 2015].The new creative not only heroes the simplicity of the core serve itself and we are confident the advert will support retailers efforts to maximise sales during the all-important summer trading period.”