Southern Comfort ups festive spend

15 October, 2010

Southern Comfort is planning its biggest ever spend for Christmas after a massive marketing boost last year brought “phenomenal results”.

Brand manager Jamie Butler said the brand’s 2009 festive campaign stopped its decline and pushed it back into growth, and added that this year’s spend will be even bigger, at £3 million.

Southern Comfort will be on TV a month earlier than last year, from the start of November until the end of the Christmas period. There are three different ads, one of which is a responsibility execution. There will also be outdoor ads and digital panels in Scotland and on the London Underground.

The brand has released a limited-?edition bottle shrink-wrapped in the design from its neck collar, which shows details from or symbolising New Orleans.

It is also helping independents get spirits onto the shop floor with gift boxes that can be displayed in front of the counter even if spirits bottles need to remain behind.

“The idea is that it will increase spirits sales,” said Butler. “If people can’t see them, touch them or feel them, it puts them off.”?Southern Comfort is also running a Halloween push on Facebook, offering consumers “voodoo” drinks ideas and tips on how to host a voodoo party, to tie in with the brand’s New Orleans heritage. A phone app will go live on October 20 that lets consumers give a photo of themselves and a recording of their voice a voodoo-style makeover.

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