Click through to view Southern Comforts Baron Jazz

Click through to view Southern Comfort's Baron Jazz

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Brown-Forman has created a character to front its latest digital campaign for Southern Comfort in the UK.

The company, which partners with Bacardi in sales, distribution and marketing in the UK, announced earlier today (20 February) that 'Baron Jazz' has been designed to appeal to “the light-hearted and fun-loving nature” of Southern Comfort’s target market of LDA to 24 years. As host of the brand's UK Facebook page, Baron Jazz will be used to encourage consumers to ‘unplan the night’.

“We’re confident (that) his attitude and fun-loving views will appeal to our target market,” said Ffion Jones, the assistant brand manager for Southern Comfort at Bacardi Brown-Forman. “Southern Comfort’s new digital activity continues our latest initiative and follows on from our ‘Here’s to the Unexpected’ TV advert.”

Baron Jazz will be featured in both on- and off-trade activations in the UK throughout this year.