Southern Comfort targets UK on-trade with campaign

Southern Comfort is launching a new on-trade campaign in the UK this summer as part of its Whatever’s Comfortable campaign, titled Drink Whatever’s Comfortable.

Southern Comfort’s latest marketing campaign is encouraging consumers this summer to “Drink Whatever’s Comfortable”

The brand will be working with pubs and bars to create exclusive drinking vessels for summer, as well as providing seasonal visibility kits to “inspire consumers” on the best way to enjoy Southern Comfort.

Approximately 5,000 kits will be available from 5 June and will include bar caddies, napkins and flag stirrers with messages promoting the Whatever’s Comfortable campaign and supporting its core serve of Southern Comfort, lemonade and fresh lime.

Drink Whatever’s Comfortable follows the brand’s Christmas campaign that featured a collection of winter hat vessels, which sold more than 15,000 units.

The 400ml single serve vessels will come in a range of different designs created to appeal to 24-year-old drinkers. Select venues will also take part in a trophy vessel promotion to coincide with the various sporting events taking place this summer.

“The summer of 2014 is set to be a scorcher particularly with key sporting events taking place so we want to ensure we are supporting the o trade and helping licensees make the most of all the opportunities summer brings,” said Gwen Ridsdale, Southern Comfort marketing manager.

“Our core serve, Southern Comfort, Lemonade and a squeeze of frersh lime is a great summer drink for both sharing and individual consumption and the new visibility kits coupled with the innovative drinking vessels are the ideal products to maximise profits during the all-important sunshine season.”

In addition to the in-bar activations, Southern Comfort will also be running “Make your selfie comfortable” in mainstream outlets. The initiative will include promotional sales staff offering consumers a sample of Southern Comfort, lemonade and lime along with a picture of themselves, which will be turned into a selfie mask.

Consumers will then be encouraged to wear the masks in the outlet, swap with other drinkers and upload a picture of themselves onto various social media channels.

Southern Comfort has previously released a string of humorous TV commercials as part of its Whatever’s Comfortable campaign, including Beach, Karate, Shampoo and Dance.