Southern Comfort Unveils Latest ‘Whatever’s Comfortable’ Advert

19 Jun 2015---Southern Comfort, from Bacardi Brown-Forman Brands, is encouraging the nation to embrace ‘Whatever’s Comfortable’ once again with a humourous new advert airing for the first time in the UK on 22nd June in cinemas.

The new advert is the latest installment in the brand’s successful ‘Whatever’s Comfortable’ campaign, which first launched in 2012 to widespread acclaim.

The next phase of the campaign, which aims to further build brand affinity amongst the 18-24 year old target audience, includes three versions of the creative. It will be screened on Video on Demand, in cinemas and across digital platforms for 20 weeks from June, ensuring Southern Comfort is front of mind throughout the summer trading months and beyond.

Entitled ‘Spray Tan’, the new creative focuses on the brand’s core serve – Southern Comfort, lemonade and a squeeze of fresh lime – and highlights its suitability for summer drinking, in the irreverant style for which the brand is renowned.

Set in a tanning salon, the advert features a motley group of unlikely men, dressed only in shower caps and paper pants, enjoying a spray tan and a Southern Comfort with lemonade and a squeeze of fresh lime in a branded Mason Jar glass. The final frame ends with the strapline, ‘Tan your lemonade’, a clever reference to the combination of Southern Comfort and lemonade in the brands core serve.

Southern Comfort marketing manager Gwen Ridsdale, comments: “We’re really excited to unveil the latest instalment in our ‘Whatever’s Comfortable’ campaign as the British summer finally gets under way. The light and fruity taste of Southern Comfort lemonade and a squeeze of fresh lime makes it a perfect summer drink for our target audience of 18-24 year olds to enjoy and the new creative successfully communicates this message whilst also capturing the irreverent personality of Southern Comfort.

“‘Whatever’s Comfortable’ has been our biggest UK marketing campaign to date and has really helped build brand affinity with target consumers over the last three years, ensuring Southern Comfort is front of mind and revolutionizing the way in which fans of the brand drink our iconic liqueur with American Whiskey. The brand has benefitted from past advertising campaigns in the and is now back in growth up 1% over the last year in value in the off-trade .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 all-important summer trading period.”