The push for the Bacardi Brown-Forman brand, starting next month, will include TV and outdoor advertising and sampling.
In a departure from the brand’s usual Mardi Gras focus, the TV adverts will centre on traditional New Orleans culture, such as Creole food, steamboats and jazz. They will not be Christmas-themed, unlike the brand’s outdoor advertising.
Brand manager Jamie Butler said it was vital to raise the brand’s profile in the off-trade to appeal to festive shoppers.
“We anticipate that the campaign will have a great impact on consumers and subsequently sales and profit opportunities for the off-trade,” Butler said.
The brand is also launching new Southern Comfort limited edition festive gift packs exclusively for independent retailers.