Southern Comfort launches new direction with integrated campaign via Naked Communications

Brown Forman Australia and Naked Communications are launching a new campaign for Southern Comfort that celebrates people who march to the beat of their own drum.

The new campaign moves the brand away from the traditional direction of focusing on its New Orleans heritage and introduces its new tagline of ‘Whatever’s Comfortable’.

WATCH THE SPOT

Says Sarah Nichols, marketing director for Brown Forman Australia: “In an increasingly cramped and fragmented alcohol category, Southern Comfort is still like no other drink. So rather than trying to position the brand to fit in with whatever’s cool, we’re celebrating the fact that we’re different and encouraging people to be confident enough to do the same.”

Says Tim Kirby, business lead at Naked Communications: “The new positioning for Southern Comfort is refreshingly honest. Our challenge was to change people’s behaviour from just following the herd to having the confidence to just rock their thing, no matter what that ‘thing’ is. The stories we’re telling in this campaign show people that bring that attitude to life.”

Says Jonny Croft, regional brand director for Brown Forman APAC: “We’re moving Southern Comfort in a new direction globally with our ‘Whatever’s Comfortable’ tagline, and Naked have done a great job of bringing that to the Australian audience. This is our first locally developed campaign for 14 years.”

The campaign begins with 60 and 30 second spots being run on TV, in cinema and online, and is supported with print executions and in-venue activity. Additional digital, social and retail promotion elements will roll out over the summer months. Naked is working alongside UM, Reprise and ISS to deliver the campaign.

Creative Director: Sesh Moodley

Director: Rhett Wade-Ferrell

Producer: Chana McLallen

Producer: Kate Austin (Assembly)