Southern Comfort is returning to screens with the latest installment of its Whatever’s Comfortable campaign.
A new ad, which debuts in cinemas next Monday (22 June), depicts three men at a tanning salon receiving a spray tan before each enjoys a Southern Comfort, lemonade and lime served in a jar. It ends with the strapline ‘Tan your lemonade’.
The film will be shown in cinemas and on VOD for 20 weeks.
“Whatever’s Comfortable has been our biggest UK marketing campaign to date and has really helped build brand affinity with target consumers over the past three years, ensuring Southern Comfort is front of mind,” said Gwen Ridsdale, Southern Comfort marketing manager at Bacardi Brown-Forman Brands (BBFB).
“The new creative not only heroes our Whatever’s Comfortable attitude but also the simplicity of the core serve itself and we are confident the advert will support retailers’ efforts to maximise sales during the summer trading period.”
Sales of Southern Comfort are down 2.5% to £36.8m, on volumes down 5.5% [Nielsen 12m/e April 2015]. In April, BBFB unveiled a new look for the Southern Comfort bottle, which Ridsdale said was intended to “tell the story of Southern Comfort in a more contemporary way yet still still celebrate the brand’s rich heritage”.