Southern Comfort brings brand character to Facebook

Southern Comfort, the Brown Forman-owned spirits brand, has launched a Facebook campaign featuring the fictional New Orlean's music legend, 'Baron Jazz'.

Southern Comfort: Facebook campaign features fictional character Baron Jazz
Southern Comfort: Facebook campaign features fictional character Baron Jazz

It is inviting Facebook users to submit New Year's resolutions via an app on its brand page and Baron Jazz will send back a personalised video message, which encourages them to "undo" their plans and "embrace the unexpected".

Grape Digital has created the campaign. The agency was appointed to the account in May last year, as part of the drinks maker's plans to appear more relevant through digital marketing activity.

The campaign follows in the wake of last year's hugely successful Old Spice social media campaign, featuring Isaiah Mustafa sending out personal messages.

Follow Sarah Shearman on Twitter @Shearmans

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).