Southern Comfort is hoping to replicate Guinness's St Patrick's Day success by exploiting the connection it has with the Mardi Gras celebrations in its native New Orleans.

Brand owner Bacardi Brown Forman (BBF) wants to make the February event a key part of its campaign in the same way it holds a raft of activity each September to mark the birthday of Jack Daniel's.

Southern Comfort regional marketing manager Neil Aitken said: "Like Guinness's association with St Patrick's Day, we want to own the same space in the calendar each year. February is Mardi Gras and we believe it's a great opportunity to rejuvenate a slow period post January. We want to build on the momentum we have established in the last year."

While planning for next year's programme is still in its early stages, Aitken added that BBF would launch new advertising for the brand this winter.

Following a £3m campaign this summer, the company will pump a further £2m behind the liqueur, pledging to make it the biggest spirits advertiser on TV around Christmas. Two fresh commercials plus a set of radio adverts will go live, helping to reinforce the brand's new suggested serve and bar-call SoCo & lime.

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