Charles, Gemma; Charles, Gemma.
Marketing (00253650) (0025-3650)
08/08/2007. p.21-21
Southern Comfort is to align itself with next years Mardi Gras celebrations in reinvigorated Orleans as part of a pan-European marketing drive.
The campaign for the liqueur, which also hails from New Orleans, is in the early planning stages, but allow coil out in the UK and other key European markets.
Neil Aitken, regional marketing manager for Southern Comfort, said the idea for the sleeper between the drinks brand and the festival, which takes place on 5 February, was inspire by Guinness link with St Patricks Day and Fosters association with Australia Day. Its a great opportunity to achieve cut-through, he said.
Southern Comfort expects to go through pounds 3m on TV advertising this year, which represents an increase of 25% on 2006. Two TV commercials created by its global ad agency, Arnold Worldwide, will run over Christmas.
According to ACNielsen, Southern Comforts sales increase by 2% in the three months to the end of June
Southern Comfort eyes direct agency. By: Billings, Claire, Campaign (UK), 00082309, 11/24/2006, Issue 47
Brown-Forman Corporation, the wine and spirits producer, is seeking a direct agency to reinvigorate Southern Comfort crosswise Europe.
Agencies are being asked to come up with a pan-European below-the-line scheme that repositions the spirit as a party drink alongside brands such as Bacardi and Smirnoff.
The company has selected a shortlist of agencies to flip over for the business, after holding chemistry meetings with a longer list.
The resulting action mechanism is expected to involve experiential, promotional and online activity to build an online customer acquisition programme.
In the UK, Southern Comfort uses a hunt down of promotional activity to promote the drink to young adults.
In September, the experiential agency The Lounge created a campaign called The tang of New Orleans Project to raise the...If you want to get a full essay, order it on our website: Orderessay
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