Southern Comfort ads drop US theme

WCRS has unveiled a national poster campaign for Southern Comfort

which breaks the strong association of the brand with its American

heritage.



It is the first work from the agency since it won the £4 million

business in August following a pitch against fellow Havas shop, Partners

BDDH.



The campaign aims to update Southern Comfort's image and energise the

brand's character. It is moving away from traditional, yet blurred,

images of America that have failed to engage the British youth

market.



Targeting men in their early 20s, the campaign aims to build on the

claimed benefit identified in extensive consumer research that Southern

Comfort gives the confidence to be an individual, while in a harmonious

group.



The ad campaign is part of a series of brand initiatives, which include

the first redesign of the bottle in nearly 70 years.



In "bus stop", a young couple cavorts on top of a city bus shelter,

while people around them continue their business. "Sunbathing" features

two young men sunbathing in shorts and shades in a car park under a lamp

at night. And in "tent", a luminous tent with a glitter ball is bulging

at the seams with partygoers, while others in surrounding tents are

tucked up for the night.



The campaign introduces the strapline: "Find your own Comfort zone." It

is supported by radio, with plans for cinema or television next

year.



The campaign was written by Gary Knight, art directed by Tim Roberston

and photographed by Keiran Masters. Media planning and buying is through

MediaVest.