A major summer campaign has been launched for Southern Comfort in the UK’s on-trade, promoting its serve with lemonade and a squeeze of fresh lime.
Running for four weeks from August, it is intended to increase brand awareness and drive sales of the core serve, engaging the core target audience of consumers aged 18 to 24 as well as bartenders.
The campaign, called #TanYourLemonade, is centred around in-bar giveaways and a digital competition, supported by point-of-sale materials and bartender incentives provided by distributor Bacardi Brown-Forman Brands.
Consumers will be rewarded instantly with prizes for placing an order for the golden-coloured Southern Comfort, lemonade and lime serve by asking bar staff to “tan” their glass. Their “tanned” drink will be served with a “side” of gold-tinted sunglasses or a branded “Sun’s Out. Fun’s Out” visor.
Consumers can also take part in a digital competition via Facebook to win a dream holiday for themselves and three friends. Entrants must take a selfie of themselves sipping a Southern Comfort, lemonade and lime in one of the brand’s mason jar glasses and post it to the Southern Comfort UK Facebook page with the hashtag #TANYOURLEMONADE.
Winners can choose from adventuring in Costa Rica, exploring Southern style in New Orleans or partying in Cancun.
Participating outlets can use dedicated POS including tent cards, digital screen artwork, strut cards, coasters and bar runners along with the bespoke branded mason jars designed for the serve. Attractive prizes for bartenders are available throughout the campaign to drive engagement and sales.
Southern Comfort marketing manager Gwen Ridsdale said: “We are very excited about this new summer campaign which is set to drive awareness and trial of Southern Comfort among our target audience.
“As well as having the chance to win a dream holiday, consumers will also become better educated about the brand’s refreshing core serve, driving future sales for our on-trade customers.
“By engaging with our target consumers using key social media channels such as Facebook, this campaign is set to recruit a new generation of Southern Comfort fans as well as driving sales.”
Southern Comfort, Lemonade and Lime
50ml of Southern Comfort
2 lime wedges
Fill a tall glass with cubed ice. Pour in 50ml of Southern Comfort. Top with lemonade. Squeeze and drop two lime wedges into the drink.