Southern Comfort rolls out festive campaign in UKBy Owen Bellwood
Southern Comfort has launched a new campaign that focuses on its New Orleans roots, as it seeks to drive sales over the Christmas period.
The new campaign hopes to shine a light on the whiskey brand’s close links with its home city of New Orleans.
Southern Comfort’s new campaign will appear in UK cinemas and on posters across the British Rail network, using the strapline “The Spirit of New Orleans”. The brand aims to familiarise consumers with its new bottle design, which rolled out earlier this year.
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 over 140 years, as well as spotlighting the new bottle and label design, dialling up the brand’s whiskey credentials.”
She continued: “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.”
In early 2016, Sazerac completed its acquisition of Southern Comfort from Jack Daniel’s owner Brown-Forman, as part of a US$544 million deal which also included the purchase of Tuaca.
Since its purchase of the New Orleans brand, Sazerac has tweaked the recipe, adding whiskey to the mix once more after Brown-Forman reportedly phased the spirit out of the drink.
The new Southern Comfort campaign will roll out across the UK this month.