Southern Comfort relaunches TV ad

04 April, 2013

Bacardi Brown-Forman Brands is relaunching a Southern Comfort TV ad in which a barrel-chested man with a round belly and mob-displeasing swimming trunks saunters along a beach. 

It said the Whatever’s Comfortable campaign caused a 500% spike in popularity on the brand’s social media pages and received more than 1.5 million views on You Tube. 

BBFB said it was “well-received by critics and consumers alike”, and it is relaunching it to “raise awareness and drive purchase ahead of key summer trading months”.

It would not disclose how much the campaign cost, but said it was increasing its spend by 46% this time around.

Marketing manager Gwen Ridsdale said: “As our most significant spend in recent years, the creative has captured the imagination of the nation and we’re confident the advert will once again ensure Southern Comfort is front of mind among consumers.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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