Southern Comfort returns to the silver screen this summer as the latest instalment in the brand’s ‘Whatever’s Comfortable’ campaign is rolled out in UK cinemas.
Bacardi Brown-Forman Brands, the firm behind Southern Comfort, hopes the campaign, which first launched in 2012, will “build brand affinity” amongst its 18 to 24 year old target audience. Three versions of the ad will be screened on video on demand, in cinemas and across digital platforms.
Entitled ‘Spray Tan’, it focuses on the brand’s core serve – Southern Comfort, lemonade and a squeeze of fresh lime – and its suitability for summer drinking.
Set in a tanning salon, the cinema ad features a group of “unlikely men” enjoying a spray tan and a Southern Comfort with lemonade and a squeeze of lime. It ends with the strapline ‘tan your lemonade’.
Gwen Ridsdale, marketing manager at Southern Comfort, said: “We are confident the advert will support retailers efforts to maximise sales during the all-important summer trading period.”