Southern Comfort rolls out locally-produced billboards as part of global ‘Whatever’s Comfortable’ campaign

Southern Comfort 2Southern Comfort has unveiled the first local adaption of the global ‘Whatever’s Comfortable’ positioning originally devised by Wieden + Kennedy New York, with Ensemble Australia producing outdoor billboards for the brand.

The worldwide positioning ‘Whatever’s Comfortable’ aims to highlight and champion the confidence it takes to be yourself, with the brand rolling out a TV spot in October showing a bar tender pouring Southern Comfort “with style and swagger”.

Media agency UM and sister Mediabrands social media marketing business Society devised the local executions media strategy, with a large portion of the new campaign to be driven in social media.

North American Whiskeys group marketing manager Darren West said: “The campaign recognises that everyone is their own person. We are encouraging people to be comfortable and to show their awesome selves.

“The campaign is very popular already, but we felt we could go deeper in terms of relevance by developing local creative work that speaks to Australians’ sense of humour and affinity with people who can show they are comfortable with who they are.”

The local creative work begins appearing this week.

Southern Comfort 2


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