Southern Comfort launches summer campaign

Southern Comfort has launched the #TanYourLemonade summer campaign to raise brand awareness and drive sales of its new signature serve.

TanYourLemonade promotes the new core serve of Southern Comfort and lemonade with a squeeze of fresh lime

Targeted at both bartenders and the brand’s core 18-24-year-old target audience, #TanYourLemonade promotes the new core serve of Southern Comfort and lemonade with a squeeze of fresh lime through in-bar giveaways and a digital competition.

Dedicated POS such as tent cards, digital screen artwork, strut cards, coasters and bar runners, will be available at participating bars, along with branded mason jars.

Prizes will also be up for grabs througout the campaign for bartenders, to drive engagement and sales.

Consumers will be rewarded for buying the signature drink at participating bars with either gold-tinted sunglasses or a “Sun’s Out. Fun’s Out” visor, courtesy of Southern Comfort.

They can also take part in a digital competition through Facebook to win a holiday for themselves and three friends, by taking a selfie of themselves sipping the serve in the brand’s new mason jar glass and posting it to the Southern Comfort UK Facebook page with the hashtag #TANYOURLEMONADE.

The winners can choose from three destinations: Costa Rica, New Orleans or Cancun.

Southern Comfort marketing manager, Gwen Ridsdale, said: “We are very excited about this new summer campaign which is set to drive awareness and trial of Southern Comfort among our target audience, as well as having the chance to win a dream holiday, consumers will also become better educated about the brand’s refreshing core serve, driving future sales for our on-trade customers.

“By engaging with our target consumers using key social media channels such as Facebook, this campaign is set to recruit a new generation of Southern Comfort fans as well as driving sales.”
The drive is part of the brand’s ongoing Whatever’s Comfortable campaign, driven by Southern Comfort’s 5% decline in underlying net sales both inside and outside of the US, which Brown-Forman attributed to “pressure” from the growth in the flavoured whiskey category.