beverages

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.

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"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.

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