How does a leading drinks brand drive moments of togetherness, when we’re all apart?
When lockdown hit due to COVID-19, the Government guidance was clear – no social gatherings and, for the time being, no ‘normal’ means of having fun with your friends.
Bars, pubs and restaurants were all closed, making it challenging for alcohol brands like Southern Comfort to stay relevant and top of mind. Add to this the fact that Southern Comfort’s core values lie in togetherness, optimism and self-expression, values all associated with socialising, the brand needed to find a new way to keep engaging in meaningful conversations with consumers. And fast.
The task was clear – find clever and disruptive ways to excite consumers with digital moments that drive the core values, reminding them why they should remember and consider Southern Comfort as a brand who represents true fun.
Deeply-rooted in the rich culture and people of New Orleans, Southern Comfort leaned on one of its closest brand partners, the ‘Queen Diva’ of self-expression herself, NOLA native Big Freedia.
Through a series of bitesize interviews supported through paid social, Big Freedia brought to life the personality of Southern Comfort through ‘The Spirit of New Orleans’, creating mouth-watering cocktails along the way. Consumers were then subsequently retargeted with additional content driving home consumption of the very same cocktails, via virtual happy hours with their friends.
A deliciously nimble way to keep fans entertained, optimistic and thirsty for the moment they can all be together again.