News

Southern Comfort seasonal campaign celebrates the Spirit of New Orleans

6th December 2017

Southern Comfort is bringing a taste of New Orleans to the UK's peak party season with a high-profile through-the-line campaign using the strapline "The Spirit of New Orleans."

Coinciding with the build-up to Christmas and running through to New Year's Eve, the campaign sets out to increase sales of Southern Comfort in both the on-trade and off-trade, by keeping both the drink and the brand forefront in consumers' minds during the festive season.

Reinforcing the new Southern Comfort brand position launched earlier in 2017, as well as building familiarity with the new bottle design, the Spirit of New Orleans campaign will feature above-the-line activity including a new cinema ad, along with posters on National Rail and the London Underground. This will be supported by an experiential campaign which will see Southern Comfort sampling in Picture House cinemas across the UK, as well as at retail locations in Cardiff and Liverpool.

  • The new Southern Comfort cinema ad will play in Cineworld, Odeon, Vue, Curzon, Everyman and Picture House cinemas nationwide during November and December. Picture House will also promote Southern Comfort through social media, blogs and customer emails

  • From mid-December, posters on National Rail, in Tube carriages and London Underground stations will use imagery of New Orleans with tongue-in-cheek captions such as "The Office Party...with the Spirit of New Orleans" to spotlight Southern Comfort's close links with its home city.

  • The New Orleans inspired Southern Quarter pop up will set up in high profile retail locations to offer 50ml sample tasters of the Southern Berry Sour cocktail and drive customers into nearby retail stockists.

Amanda McLeod, Hi-Spirits marketing director, said: "The new Southern Comfort campaign builds on the successful repositioning of Southern Comfort, which emphasises the brand's connection with the colourful city of New Orleans for 140+ years, as well as spotlighting the new bottle and label design, dialling up the brand's whiskey credentials.

"Wherever they're enjoying the festive season, whether it's in pubs and bars, the cinema, or entertaining at home, the campaign will ensure that Southern Comfort and the Spirit of New Orleans are party season essentials for consumers this year."

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