DMB&B is launching its debut work for Southern Comfort next week
with a pan-European press and poster campaign that puts an end to the
emphasis on the brand’s Deep South heritage.
The ads - the first new advertising for the brand in more than two years
- aim to give the brand a more contemporary image. They break on 1 June
and will be followed by a TV campaign in the run-up to Christmas.
’We want to move away from the cliched Southern attitude,’ David Farrow,
board account director at DMB&B, said. ’The problem with Southern
Comfort is that while people are aware of the brand, it’s not salient.
Our brief was to make it more relevant to 18- to 24-year-olds.’
Four executions show the different ways that groups of friends enjoy the
drink in everyday situations - in the park, relaxing at a friend’s house
or reclining in the bath. All use the line: ’A shot of Southern
’The look we wanted to achieve was one of spontaneity,’ Andrew
Mallinson, UK marketing manager at Brown Forman, Southern Comfort’s
parent company, said. ’We didn’t want the situations to look forced or
contrived like so much other advertising for spirits. The ads have a
real warmth and energy, staying true to the brand’s values.’
DMB&B resigned its Teacher’s Whisky account in 1997 to take on the
pounds 10 million Southern Comfort and Jack Daniels business, after
beating Bates Dorland and J. Walter Thompson to the task.
Southern Comfort was previously handled by Court Burkitt & Company.
The ads were written and art directed by Steve Boswell and Steve
Drysdale. Photography was by Thomas Schelp.
Media planning and buying is handled by MediaVest.