Southern Comfort rolls out UK-wide RTD ‘canpaign’

As the UK general election looms, Southern Comfort has launched a marketing ‘canpaign’ to drive sales of the brand’s Lemonade and Lime RTD over the summer months.

The activity focuses on the Southern Comfort Lemonade and Lime RTD

The initiative will be visible on London buses and underground, with further media placements in Time Out magazine. There will also be social media support using the #SouthernWelcome hashtag.

Additionally, it will be further supported by a ‘canpaign’ bus, which will make stops in cities around the UK, including London, Birmingham, Manchester and Reading.

On board, there will be a live band with brand ambassadors offering samples of the RTD.

“With so much serious campaigning going on around the UK, we thought that consumers would enjoy our light-hearted alternative,” said Amanda Watkins, marketing director of Hi-Spirits.

“The Southern Comfort Lemonade and Lime RTD is the perfect accompaniment to any summer party or gathering, and will help consumers enjoy the summer in true New Orleans style.”

The marketing push marks the second above-the-line campaign for Southern Comfort since the brand moved to Hi-Spirits in the UK last year.

The impact will be maximised with increased visibility at the point of purchase through collaboration with key trade partners.

Bottled at 5% abv, Southern Comfort Lemonade and Lime RTD has an RSP of £1.90 for a 25cl can.