In partnership with global agency Wieden+Kennedy New York*, the campaign entitled "Whatever's Comfortable," will launch in the local market with a quirky new 'Dance' commercial. We all like music, but there is no one way to dance to a particular song and this spot perfectly captures a man who owns his 'self-comfortableness' and boldly embodies the "Whatever's Comfortable" attitude.
The new positioning embraces being awesome and encourages people to be their remarkable self, just like the true unique taste of Southern Comfort. The campaign also sets to shift audience perception and communicate the brand's comfortable heritage in South Africa.
"Southern Comfort is very excited that this groundbreaking 'Dance' execution made its global debut on SA screens" says Megan Macnab, Marketing Manager: Southern Comfort. "We are the first market to screen the 'Dance' commercial and look forward to seeing consumers embody that same attitude about themselves" adds Macnab.
The launch will be supported by a fully integrated campaign including bar and night club promotions, digital, a radio partnership with the YFM Hot 99 show, e.tv Friday movie spots, a public relations campaign as well as national bottle store tasting drive.
The 'Dance' commercial hit the small screen this week... take a look at it here:
