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SOUTHERN COMFORT ON / OFF TRADE CAMPAIGN

CAMPAIGN CREATION /
ART DIRECTION /
COPY WRITING / DESIGN

 

As part of a conversation starter with the whiskey liqueur brand Southern Comfort. We were asked to create an on and off trade campaign to re-ignite interest in the brand.

The brand is very keen to relay its heritage along with an individualistic 'comfortable in my own skin' brand ethos. Following on from the successful ATL ad campaign with the swimwear clad gent, strolling along the beach in a care-free manner.

I was keen to capture the quirky, self assured nature of this campaign but wanted to place it against a heritage based backdrop, namely, New Orleans. The birthplace of the brand.

The line 'Are you sipping comfortably?' sought to question the convention of drinking 'popular' or 'fashionable' drinks, instead celebrating those who choose to be themselves and enjoy their preferred tipple.

The creative for the campaign consisted of a reather rather conservative, retro looking leather chair, set against the juxtaposing backdrop of a vibrant New Orleans street seen.

Both on and off trade product glorifying displays and duty free experiential events were explored with all creative being warmly received by the client with the feedback "You've really nailed our brand".

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