Situation:

Southern Comfort needed to get in front of 21-25 year old drinkers, who – according to focus groups – were unaware of the brand.  

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Task:

To convey the brand’s positioning ("Make it Easy") and its authentic, New Orleans roots, develop compelling, consumer-facing engagements that bring Southern Comfort to life, give a facelift to an existing festival activation; combining new creative direction with current assets, and plan + execute a 20+ week tour, hitting key cities along the way. 

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Action:

We used the previous year’s footprint and made some upgrades: brick walls covered with ivy, NOLA-inspired lamps and street signs, bright colored chairs and long farm tables. With these changes, the activation became an inviting space – perfect for the outdoors – yet flexible enough to allow the brand to customize the footprint at each stop. A mix of materials give the space a ‘lived-in, cozy, southern vibe.’ Upon entering the space, consumers are invited to try a sample, snap a photo and enjoy some southern (style) comfort! 

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Result:

The Southern Comfort Mobile Tour launched in the Midwest region for the summer months, stopping at music festivals, NASCAR events, food festivals, college bars, tailgates, pride fests and more, and continues on in the South for the winter, averaging thousands of samples at each stop.