Southern Comfort eyes direct agency

Brown-Forman Corporation, the wine and spirits producer, is seeking a direct agency to reinvigorate Southern Comfort across Europe.

Agencies are being asked to come up with a pan-European below-the-line strategy that repositions the spirit as a party drink alongside brands such as Bacardi and Smirnoff.

The company has selected a shortlist of agencies to pitch for the business, after holding chemistry meetings with a longer list.

The resulting activity is expected to involve experiential, promotional and online activity to build an online customer acquisition programme.

In the UK, Southern Comfort uses a range of promotional activity to promote the drink to young adults.

In September, the experiential agency The Lounge created a campaign called "The Spirit of New Orleans Project" to raise the brand's profile in the run-up to Mardi Gras.

The activity involved drinks promotions and tasters, bar staff training and brand heritage sessions.

In June, Southern Comfort launched a relationship marketing campaign, offering tickets to The Big Chill music festival as a way of bolstering its customer database.

The brand has previously run promotional and advertorial campaigns in FHM.