Develop / Awareness

Southern Comfort made big changes to it's brand, and with it, bold new moves to reinvent perception to new U.S. and global markets. We were tasked to create on-premise campaigns to illustrate how SOCO's "Category of One" ideology translates across race, personal orientation, and culture, highlighting SOCO's acceptance and support of individuality.

The strategy was simple— create event environments that illustrate the brave uniqueness of SOCO through the lens of humanity. We highlighted market-specific SOCO recipes and provided SOCO branded gear to increase participation. An online component served to encourage off-premise sales, participation, and create free content for the brand.

The U.S. campaign focused on Mardi Gras and Pride celebrations, while globally, Chinese New Year and Carnival fit right in. SOCO's phrase "Get Comfortable" was used to speak to the relationship with the drink as well as being comfortable in ones own skin.

Each market had it's own vibe, and this celebration of individuality ushered in a refreshed charge for Southern Comfort and the new bold for America and beyond. Cheers!

Develop / Awareness