Southern Comfort serves up new summer activity

southern comfort trophyDrinking vessels in a range of different designs are to be distributed to bars as part of a summer of activity for Southern Comfort.

Bacardi Brown-Forman Brands will provide bars and pubs with new seasonal visibility kits to inspire consumers and capitalise on the longer nights and sunny days.

Available in selected outlets from June, the 5,000 kits include bar caddies, napkins and flag stirrers with novel messages playing on the brand’s advertising campaign, “Whatever’s Comfortable”. It champions the core serve of Southern Comfort, lemonade and a squeeze of fresh lime.

Following on from the success of the brand’s Christmas winter hat vessels which sold over 15,000 units, the new drinking vessels encourage consumers to “Drink Whatever’s Comfortable”.

The 400ml single-serve vessels come in a number of designs, created to appeal to drinkers aged 18 to 24 during summer drinking occasions and designed to encourage them to trial different serves.

Selected outlets will also be participating in a trophy vessel promotion (pictured) to coincide with 2014’s summer of sport, again offering Southern Comfort, lemonade and fresh lime.

The new on-trade activity will be supported by experiential sampling activity in mainstream outlets throughout the summer based on the trend for social media “selfies”.

Titled “Make your selfie comfortable”, the initiative will see promotional staff offering consumers a sample of Southern Comfort, lemonade and lime and a picture of themselves which is then turned into a selfie mask.

Consumers are then encouraged to wear their “selfie masks” in outlet, swap with others and upload a picture of themselves onto social media channels.

Southern Comfort marketing manager Gwen Ridsdale said: “The summer of 2014 is set to be a scorcher particularly with key sporting events taking place so we want to ensure we are supporting the on-trade and helping licensees make the most of all the opportunities summer brings.

“Our core serve, Southern Comfort, lemonade and a squeeze of fresh lime, is a great summer drink for both sharing and individual consumption, and the new visibility kits coupled with the innovative drinking vessels are the ideal products to maximise profits during the all-important sunshine season.”

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