Southern Comfort Extends 'Comfortable' Campaign
Southern Comfort debuted a new TV spot June 10, continuing the “Whatever’s Comfortable” theme line, launched in August with the award winning "Beach," which featured a heavyset man feeling comfortable in his oversized skin as he casually walks down the beach.
The 60-second spot, entitled “Shampoo,” features the song "The Beat" by Lou Johnson. It shows a man lavishly getting his hair shampooed. At one point, he puts his glasses on and observes a woman checking him out from across the salon. She has a somewhat disapproving look on her face. He pays no mind to her and crosses his leather-booted leg over the other leg as he rests his glass of Southern Comfort on the top of leg. She notices the glass of the amber-colored liquor and smiles.
"We want to champion consumers to 'be their awesome selves' and that attitude comes out through this work," said Mark Bacon, SVP, managing director, Southern Comfort, in a release. "We're comfortable being Southern Comfort and we want our consumers to embody that same attitude about themselves."
The integrated marketing campaign was created by Wieden+Kennedy New York. It includes national television, digital activation, and outdoor placements as well as on-and-off premise account activation.
Additional television spots in the campaign focused on the Southern Comfort Lime and Southern Comfort Bold Black Cherry flavored products will be introduced later this summer.