Spirit makes itself comfortable

New advert to promote brand in the run up to Christmas

• The ad’s male lead has his hair shampooed while drinking a glass of Southern Comfort.

CHARACTERS who are ‘completely comfortable with themselves’ once again take centre stage in the latest burst of advertising for speciality spirit Southern Comfort.

The new ad, which has already appeared in the USA, will be shown on British screens in the run up to Christmas, airing around programmes geared towards the brand’s core demographic of 18 to 24 year olds.

We are confident the activity will help drive frequency of consumption ahead of Christmas.

The advert is the latest in the ‘Whatever’s Comfortable’ campaign, which launched last year and, in this ad, features a male lead with a “unique sense of style” as he gets his hair washed in a salon.
Each screening of the new ad will be followed by a separate ten-second ad promoting the brand’s flavoured variant, Southern Comfort Bold Black Cherry, in its signature serve with cola.
Gwen Ridsdale, marketing manager for Southern Comfort, said: “We’re really excited to showcase the next instalment in our successful ‘Whatever’s Comfortable’ campaign.
“Along with the advertising creative, our flavoured variants have helped to drive relevancy amongst a younger demographic of drinkers and we see it only right to highlight Southern Comfort Bold Black Cherry.
“The creative has definitely put Southern Comfort front of mind with consumers and the second advert is sure to resonate, raising smiles amongst our target audience and beyond.

The flavoured variant has been particularly popular with young adult consumers.

“On air throughout the autumn and winter months, we are confident the activity will help drive frequency of consumption ahead of the peak Christmas trading period and recommend stocking up on the full Southern Comfort range to take advantage of the opportunity.”