Southern Comfort, from Bacardi Brown-Forman Brands, is launching a disruptive summer campaign in the on-trade to increase awareness of the brand and drive sales of its core serve, Southern Comfort, Lemonade and a squeeze of Fresh Lime.
Launching in August and running for four weeks, the campaign, entitled #TANYOURLEMONADE, is set to drive engagement and excitement around the Southern Comfort brand for both bartenders and the core 18-24 year old target audience. The campaign will centre around in-bar giveaways and a digital competition, all supported by eye-catching point of sale materials and bartender prizes.
To surprise and delight Southern Comfort consumers during the campaign, they will be rewarded instantly with prizes for placing an order for a Southern Comfort serve. All they need to do is hail the bartender and ask them to ‘tan’ their glass by purchasing a Southern Comfort and, lemonade with a squeeze of fresh lime to get that golden look. Their ‘tanned’ drink will be served with a side of gold-tinted sunglasses or a ‘Sun’s Out. Fun’s Out’ visor courtesy of Southern Comfort.
To further engage the brand’s target audience, consumers can also take part in a digital competition via Facebook to win a dream holiday for themselves and three friends. To take part, entrants must take a ‘selfie’ of themselves sipping a Southern Comfort, lemonade and squeeze of lime in a new mason jar glass and post it to the Southern Comfort UK Facebook page with the hashtag #TANYOURLEMONADE. If successful the winners can choose from adventuring in Costa Rica, exploring Southern style in New Orleans or partying in Cancun. Whatever’s Comfortable.
Support for participating outlets will be available in the form of dedicated POS including tent cards, digital screen artwork, strut cards, coasters and bar runners. Bespoke branded mason jars will also be available so that bartenders can fully re-create the perfect Southern Comfort, lemonade and fresh lime serve. Attractive prizes for bartenders will also be up for grabs througout the campaign to drive engagement and sales.
Southern Comfort Marketing Manager Gwen Ridsdale, comments: “We are very excited about this new summer campaign which is set to drive awareness and trial of Southern Comfort among our target audience, as well as having the chance to win a dream holiday, consumers will also become better educated about the brand’s refreshing core serve, driving future sales for our on-trade customers. By engaging with our target consumers using key social media channels such as Facebook, this campaign is set to recruit a new generation of Southern Comfort fans as well as driving sales.”
Participating outlets can order POS now and the campaign will run from the start of August.