The regional brand director for Brown Forman believes the launch Southern Comfort's stylish follow-up spot to its acclaimed ‘Whatever’s Comfortable’ campaign can help turn around the fortunes of the spirit brand in Australia.
Jonathan Croft admitted to B&T that it’s been “a couple of challenging years” for Southern Comfort Down Under, but feels the latest minute-long TVC, created by Weiden + Kennedy New York and launched by Naked locally, will help the brand reaffirm what it stands for here.
“In terms of what the brand stands for, Southern Comfort looked to Weiden + Kennedy to help us land on this positioning, based on global consumer insight,” said Croft.
“That insight is about insecurity among young people. What it comes down to is that a lot of other spirit brands tend to tell consumers that they should be someone else, a better version of themselves: wealthier, more attractive, funnier. But no one was telling consumer s to have the confidence to just ‘be yourself’."
Croft said the reaction to the spot in the US has been incredible giving Southern Comfort in Australia confidence that they’re on the right track and can put some more media weight behind the campaign here.
“We’re planning on putting weights behind it so Southern Comfort can start to return to a level of better performance in Australia. We really haven’t been able to put our flag in the ground here and tell consumers what the brands stands for, so this gives us the opportunity to do that,” he said.
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