Southern Comfort courts women, along with men

Chura, Hillary
September 1999
Advertising Age;9/6/1999, Vol. 70 Issue 37, p9
Trade Publication
This article reports on an advertising campaign with Southern-style persuasion that will be launched by advertising agency Brown-Forman Corp. for the bourbon-flavored liquor brand of Southern Comfort. The $8 million campaign is Southern Comfort's largest, double past spending for the brand. The print advertisements carry recipes using different mixers, while the brand's logo will incorporate the oranges and cranberries of those featured beverages in those advertisements. The print, radio and outdoor advertisements target men and women 21 to 34 years old, rather than the previous target of twenty-something men. Carrie Kleban, vice-president global marketing director for Southern Comfort, said the brand had expanded the advertisements to cover people already drinking the spirit and was launching a special effort toward female drinkers. Brown-Forman will run page advertisements in magazines such as Cosmopolitan, Elle, Entertainment Weekly, Playboy and Rolling Stone. Radio and outdoor will run in 22 markets across the country. The marketer hopes the campaign will create new uses for Southern Comfort, which has seen flat U.S. sales of 1.2 million cases since 1991, according to figures from Impact, an industry publication.


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