Southern Comfort gets comfortable with local creative via UM, Society and Ensemble
IPG Mediabrands agencies UM, Society and Ensemble are launching Australia’s first adaption of the global “Whatever’s Comfortable” platform for Brown Forman spirits brand Southern Comfort.
Originally devised by Wieden + Kennedy New York and used as a worldwide platform for Southern Comfort, “Whatever’s Comfortable” highlights and champions the confidence it takes to be yourself.
Says Darren West, group marketing manager, North American Whiskeys: “The campaign recognises that everyone is their own person. We are encouraging people to be comfortable and to show their awesome selves. The campaign is very popular already, but we felt we could go deeper in terms of relevance by developing local creative work that speaks to Australians’ sense of humour and affinity with people who can show they are comfortable with who they are.”
With UM and Society devising the media strategy, Ensemble Australia has produced several creative executions which will principally appear on large format Out-of-Home billboards for maximum visual impact.
A large portion of the new campaign will be driven in social media through specialist agency Society. The intention in social media is to highlight that, instead of Southern Comfort recognising certain marketing conventions related to its sector, Southern Comfort is comfortable with itself and encourages its community to do the same.
The local creative work begins appearing this week.
4 Comments
Word to the wise: drop this and put every spare marketing $ you have into building reach against your global spots
I know Kaiser Karl sent tracky dacks down the runway for Chanel (has he given up) but there is really quite a difference between comfortable and dag.
Well now we know the target audience I suppose.
Bro I don’t think you are in a postion to be commenting on what is/ isnt daggy *tips fedora*
Agree. Local marketers want to make local work because they want to have something to do. And small local agencies want the business. Can’t blame them for that, I suppose. Or for not being as talented as Wieden & Kennedy.