Southern Comfort Finds Comfort With IPG Mediabrands

whiskey on the rocks, vibrant colors

IPG Mediabrands agencies UM, Society and Ensemble are launching Australia’s first adaption of the global “Whatever’s Comfortable” platform for Brown Forman spirits brand Southern Comfort.

Originally devised by Wieden + Kennedy New York and used as a worldwide platform for Southern Comfort, “Whatever’s Comfortable” highlights and champions the confidence it takes to be yourself.

“The campaign recognises that everyone is their own person. We are encouraging people to be comfortable and to show their awesome selves,” said Darren West, group marketing manager, North American Whiskeys. “The campaign is very popular already, but we felt we could go deeper in terms of relevance by developing local creative work that speaks to Australians’ sense of humour and affinity with people who can show they are comfortable with who they are.”

Southern Comfort 2

With UM and Society devising the media strategy, Ensemble Australia has produced several creative executions which will principally appear on large format Out-of-Home billboards for maximum visual impact.

A large portion of the new campaign will be driven in social media through specialist agency Society. The intention in social media is to highlight that, instead of Southern Comfort recognising certain marketing conventions related to its sector, Southern Comfort is comfortable with itself and encourages its community to do the same.

The local creative work begins appearing this week.

Southern Comfort




Latest News

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]