Amplify has worked with the whisky brand to create its Tan Your Summer campaign. The initiative aims to promote Southern Comfort's hero serve with lemonade and a squeeze of fresh lime.
The agency has created a golfing activation, dubbed the 19th Hole, as part of its experiential remit. The experience tells the story of the brand's signature drink through the medium of crazy golf, while the installation also doubles as a bar, dance floor and chill out area.
The 19th hole will appear at Boardmasters festival in August and Bestival in September.
Amplify has also developed the Tan Your Summer creative, developing on-trade activation and sourcing a number of prizes themed around summer.
Gwen Risdale, Southern Comfort marketing manager at Bacardi Brown-Forman Brands, said: "Millennials are such a key focus for Southern Comfort that it was important for us to select an agency that understood and appreciated them. We felt that Amplify, with their experience, insight and passion were a perfect fit for the brand and the team."
Jonathan Emmins, Amplify's founder, added: "Southern Comfort is an amazing brand that resonates with a young millennial audience who love its 'Whatever's Comfortable' attitude. Our aim is to convert all that fan passion into trial and purchase.
"One of the things that's so great about this win is the combination of such a tightly focused brief when it comes to the brand's objective and such a wide remit in terms of Amplify's role. It's a hugely exciting challenge."
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