Southern Comfort aimed to capture the attention of 21-25 year old drinkers who were unfamiliar with the brand. The objective was to communicate the brand's "Make it Easy" positioning and showcase its authentic New Orleans heritage. The 20+ week activation was an inviting space with brick walls adorned with ivy, NOLA-inspired lamps and street signs, vibrant colored chairs, and long farm tables. This flexible and customizable setup perfectly captured the essence of Southern Comfort, evoking a warm and cozy southern vibe. At each tour stop, consumers were able to sample the product, capture memorable photos, and indulge in the comfort of Southern style. The Southern Comfort Mobile Tour successfully launched in the Midwest during the summer, making stops at music festivals, NASCAR events, food festivals, college bars, tailgates, pride fests, and more.