Start Things Up with SoCo
February 22, 2006, Louisville, KY — You ask for it in your favorite bar. Your friends always order it for the table at your neighborhood hangout. Now your favorite bar call is coming to a TV screen near you. “Start Things Up.” That’s the message behind the largest media buy by Southern Comfort and its bold new advertising campaign. Between mid-February and April 2006, Southern Comfort will spend more than $3 million in a television buy that features its SoCo nickname and SoCo Lime drinks.
“SoCo gives the brand an energetic personality that resonates with the younger legal drinking age adult,” said Ann Stickler, Global Marketing Director, Southern Comfort. “We recognize that today’s consumer personalizes Southern Comfort to make it their own, and SoCo Lime is the way they call for it.”
The first campaign spot, called “Start Things Up” (:30), focuses on SoCo Lime, made by adding Southern Comfort and a splash of lime juice, and serving it chilled, with club soda, or with cola. In the advertisement, bright green graphics and fresh limes come in and out of the screen in creative, eye-catching movements. “We’ll have a SoCo Lime” is heard throughout the commercial.
“SoCo Lime was created by an unknown bartender in the northeast. Consumers made a connection with it and SoCo Lime quickly became a favorite, spreading across the country as a way to start the night,” said Stickler. “It’s truly been a phenomenon driven by groups of friends asking for it in bars.”
The new advertising will appear on F/X, E!, Comedy Channel, USA Network, and TBS. The first television spot will air on February 16, 2006.
“The stations and programming were chosen based on the personality of Southern Comfort. It’s fun, easy going, and inclusive,” said Ken Rose, National Brand Director, Southern Comfort. “This television buy is much heavier, in a more focused period, than any previous campaign for SoCo.”
The ad is dynamic with people, images, and bottles quickly coming in and out of the screen. It features high-energy scenes with images transforming and changing shapes to the beat of “You Started Something” by U.K. band Crazy P. Southern Comfort weaves its New Orleans birthplace into the advertising by using street scenes, scrolling iron work, and city’s Fleur-de-lis icon.
“The new ad campaign is vibrant, fun, and energetic, just like SoCo, and SoCo Lime is the invitation to your friends that says its time to get the night started,” said Stickler. “This commercial makes a direct connection to the lifestyle of our target consumer. It sticks in their mind.”
The fully integrated, complementary campaign will feature print, internet, out of home billboards, and in-store advertising. The out of home will begin in March. The print advertisements, beginning in May, will appear in Stuff, FHM, Rolling Stone, and Fader magazines.
The advertising was created by Arnold USA with the production company FilmTecknarna, based in Sweden.
Southern Comfort®, a whisky, fruit, and spice flavored liqueur, was founded in New Orleans by bartender M.W. Heron in 1874. Today, it is sold in 80 countries around the world and continues to grow as an icon brand. SoCo® has won the “Adams Growth Brand Award” in the Established Growth Brand segment for six consecutive years. Capture the spirit of New Orleans with Southern Comfort. Visit us at www.SouthernComfort.com.
Brown-Forman Corporation is a diversified producer and marketer of fine quality consumer products, including Southern Comfort, Jack Daniel’s, Canadian Mist, Fetzer and Bolla Wines, Korbel California Champagnes, and Hartmann Luggage.
Contact: Elizabeth Davenport, 502-774-7737
Start things up, know when to stop. Drink Responsibly.
Liqueur, 21-50% Alc. by Volume, Southern Comfort Company, Louisville, KY ©2006