Southern Comfort wanted to promote its brand as “the world’s largest outdoor cocktail party.” This campaign secured Southern Comfort’s celebrity chef placement on television, radio, print, and online media, as well as promoted Southern Comfort’s Tailgate Zone event. As a result, the campaign reached more than 432,000 consumers in just two days.
The business challenge
Southern Comfort, a fruit-flavored liqueur and whiskey company, wanted to promote its brand as “the world’s largest outdoor cocktail party.” They needed to generate awareness about their brand and influence the public to think of Southern Comfort as the drink to have at an outdoor party.
This campaign positioned Tim Laird, Southern Comfort’s celebrity chef and “America’s Chief Entertaining Officer,” as a subject matter expert on tailgating and football fare. Laird earned media coverage for the brand in northeast Florida and southeast Georgia media outlets the week leading up to the Florida-Georgia rivalry football game in order to promote Southern Comfort’s Tailgate Zone at the event.
Through Tim Laird’s media placement on television, radio, print, and online media, this campaign:
- Promoted Southern Comfort’s Tailgate Zone event on the Saturday of the rivalry matchup
- Reached more than 432,000 consumers in only two days, which Southern Comfort’s global PR manager deemed a success.
Earned Media Coverage
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