Southern Comfort has been given its first major redesign for 70 years. Guinness UDV has thrown out the old look in favour of a new one which aims to give it a more modern masculine appeal, as well as more presence on the shelf and behind the bar. It is also planning to give the brand some extra impetus with a £2.5m marketing campaign with the theme Find Your Own Comfort Zone'. The new bottles will be going into the trade this month and the marketing will break in November to support the relaunch. This will take the form of scaffolding drapes in major cities, six-sheet posters, radio promotions, and advertorials in men's style magazines. Running alongside this will be consumer PR including online activities and a student Cajun poker championship. The company's research has identified that the key target audience for Southern Comfort is 20 to 24-year-old men and suggested that the brand is being drunk long with cola. {{DRINKS }}