SOUTHERN COMFORT snaps back TO TELEVISION

in SUPPORT of NEW SOUTHERN COMFORT LIME

 

Coincides with September Off-Premise Roll Out of the Popular Bar Call

 

September 13, 2010, LOUISVILLE, KY – After being off the air for nearly two years, Southern Comfort announces its return to television with an extensive national cable and digital buy coinciding with the off-premise roll out of the new Southern Comfort Lime product.  The first spot will debut this evening at 5:20 p.m. EDT during SportsCenter on ESPN2.

“Southern Comfort is coming off a very active summer with the launch of new packaging, Southern Comfort Lime and Southern Comfort Lemonade, and is now transitioning from last year’s very targeted 100 percent digital media to going back on TV to drive overall brand awareness,” said Campbell Brown, VP, Director of the Americas, Southern Comfort.  “Focusing on the new ready-to-go Southern Comfort Lime allows the brand to deliver a taste and solution-oriented message in an impactful manner.”

“The TV creative is designed to deliver three crucial messages – new product news, convenience, and amazing taste,” said Mike Isaac, AVP, Global Marketing Director, Southern Comfort. “We were able craft these messages as an extension of our current campaign, which leverages the vibe and feel of our New Orleans birthplace, and which we know is interesting and relevant to our target consumer.”

The :15 spot will run September through December on top sports, entertainment and comedy channels, including ESPN, ESPN2, Comedy Central, E!, USA Network, TBS, Discovery, FX and Spike.

The campaign will also be supported with a digital buy on top programming such as The Office and Late Night with Jimmy Fallon on NBCU; Brightroll placement on leading network, such as ESPN and Spike, among others; and on Facebook integrating into the young adult social media experience.  Last month, Southern Comfort launched the “Beat the Bartender” game for Southern Comfort Lime on Facebook challenging users to make a Southern Comfort & Lime shot before a bartender serves up the ready-to-go Southern Comfort Lime straight from the bottle. 

The off-premise promotional platform is a program built around the mystique and appeal of a New Orleans gator.  It’s designed to drive trial of the new Southern Comfort Lime product mixing elements inside and outside the store to connect with the consumer throughout their shopping experience.  Gator imagery, specifically a gator tail and graphics from the TV spot, will be a common thread at most points of the interaction.

“Southern Comfort Lime is already a top ten bar call in the on-premise and now we have this great tasting, convenient product for people to add to their at-home back bar or freezer,” said Brown.  “The use of the gator tail as an icon throughout the platform brings an element of mystery and intrigue knowing something delicious and rewarding is just around the corner.”

Key off-premise promotional elements will feature clings of gator prints and the tail, barrel coolers, shelf talkers, neons, ceiling danglers and hangtags.

The TV creative was developed by Arnold Worldwide; the media buying by Universal McCann, while the promotional campaign was created by The Marketing Store.  For more information about Southern Comfort Lime, please visit SouthernComfort.com.  The suggested retail price for a Southern Comfort Lime 750ml is $16.99.

 

About Southern Comfort

Southern Comfort®, a fruit, spice, and whiskey flavored liqueur, was created in New Orleans by bartender M.W. Heron in 1874. Today, it is enjoyed by friends in over 100 countries around the world and continues to grow as an icon brand.  Please visit us at SoCopressroom.com, SouthernComfort.com and facebook.com/southerncomfort. 

 

Please Drink Responsibly.

Liqueur, 21-50% Alc. by Volume, Southern Comfort Company, Louisville, KY ©2010

 

# # #