Be yourself. That's what Southern Comfort is all about. IPG Mediabrands has developed the first local work under the global Whatever's Comfortable branding.
The first Australian adaptation of Southern Comfort's global brand positioning “Whatever's Comfortable” is launching this week and the brand is shunning the marketing conventions of the alcohol category.
The work, adapted by IPG Mediabrands agencies UM, Society and Ensemble, champions people having the confidence to be themselves – not what others dictate.
The original brand work was created by Wieden + Kennedy New York and includes the recent young gun campaign showing a bartender mixing drinks in an unconventional way.
The spirits brand is owned by Brown Forman.
“The campaign recognises that everyone is their own person. We are encouraging people to be comfortable and to show their awesome selves,” said Darren West, group marketing manager, North American Whiskeys.
“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.”
UM and Society have devised a social strategy for the brand, with Ensemble working on large format billboards.
