AUS: Brown-Forman extends Southern Comfort push

By | 8 July 2013

Brown-Forman says the ad is its "secret weapon"

Brown-Forman says the ad is its "secret weapon"

Brown-Forman has rolled out its latest Southern Comfort ad to Australia as part of an on-going campaign to boost international sales.

The TV spot “Shampoo”, which first launched in the US and UK last month, will air across the country and in cinemas from today (8 July), Brown-Forman 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.

Global sales of Southern Comfort fell 4% in the group's most recent full-year

However, in an exclusive interview with just-drinks last month, a brand executive described the “Whatever's Comfortable” campaign as a “secret weapon” that will turnaround sales outside of the US.

Expert analysis

Global market review of the travel retail drinks sector

Changing demographics, growing economies, increased disposable income and the rise in international and business travel have all contributed to the burgeoning travel retail sector.

Sectors: Marketing – advertising & promotions, Spirits

Companies: Brown-Forman, Southern Comfort

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