How do you make a classic, time-honored brand freshly relevant and even aspirational to the young, spirited, age 21–25 consumer during the all-important summertime period?
We made Southern Comfort® rock with on-premise presence, online opportunities, in-store activation, and an alligator thrown in for good measure.
Bring Southern Comfort top-of-mind with the target group and give them a reason to put it in their repertoire. We needed to get loud, get noticed, and make SoCo® a go-to choice for shots and mixing.
Build on the insight that our target consumers are a spontaneous crowd, reminding them that summer is fleeting, and infusing them with a sense of urgency around Southern Comfort and the enjoyment it offers.
- Get Seen: We built on-premise presence by going all SoCo on the target, putting Southern Comfort in beach and music-themed contexts that would resonate.
Get Social: Online, we took both a fanciful and practical approach. Our PRIZE EVERY DAY ALL SUMMER LONG sweeps played off the swift passage of summer days, attracting entries with a QR code on POS. It rewarded different winners with prizes every day for all 101 days of summer. For our more practical consumers, our Facebook SOCO SUMMER SOCIAL provided dramatic savings online for just a few hours every Friday afternoon in the form of printable coupons or rebate forms.
Get After It: Promotional materials reminded consumers that "Summer isn’t Waitin’" and that they’d "Best Get After It!" We pushed usage with drink suggestions both on and off premise and enhanced the message with a rampaging gator, punctuating the notion that pleasure needs to be pursued.
Got Seen: Orders and placement of Beach and Music tool kits made it hard to look anywhere and not see something SoCo.
Got Social: More than 28K registrations and over 386K entries in our online sweeps, with better than 1.6 million page views! And our Friday-only coupons and rebates saved consumers more than $12,000!
Got After It: SoCo messaging came to “life” online and on/off premise with the arresting presence of our gator. The Best Get After It theme drove home the urgent need to pursue pleasure during the too short time that summer is with us.