US: Brown-Forman continues Southern Comfort revival with new ad

By | 22 August 2013

Brown-Forman has released the latest chapter in a Southern Comfort marketing campaign that has helped reverse declines in the brand's US sales.

The new spot, “Karate”, follows June's “Shampoo” and will air in the US from next month, Brown-Forman said today (22 August). The ad is already running in Australia and will release in the UK and South Africa later this year, the company said.

The new ad continues the brand's “Whatever's Comfortable” push, which has helped the portfolio post growth for the first time in five years in the US.

In an exclusive interview with just-drinks ahead of the Shampoo launch, a brand executive described the “Whatever's Comfortable” campaign as a “secret weapon” that will turn around sales outside of the US. Global sales of Southern Comfort fell 4% in the group's most recent full-year.

Expert analysis

Brown-Forman Corporation : Consumer Packaged Goods - Company Profile, SWOT & Financial Report

Canadean's "Brown-Forman Corporation : Consumer Packaged Goods - Company Profile, SWOT & Financial Report" contains in depth information and data about the company and its operations. The profile contains a company overview, key facts, major products and services, SWOT analysis, business description, company history, key competitors, financial analysis, mergers & acquisitions, recent developments, key employees, company locations and subsidiaries as well as employee biographies.

Sectors: Marketing – advertising & promotions, Spirits

Companies: Brown-Forman, Southern Comfort

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