News

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

Most popular

Why spirits should look back to move forwards

Why spirits must rethink its future positioning

Gaming - the next frontier for drinks marketing

Responsible drinking efforts around the world

Pernod is buying Malfy for the flavour - comment

MORE

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.


Related Content

Brown-Forman Performance Trends 2013-2017 - results data

Brown-Forman Performance Trends 2013-2017 - results data...

Brown-Forman fiscal-2018 - results data

Brown-Forman fiscal-2018 - results data...

Brown-Forman to sell Southern Comfort, Tuaca to Sazerac for US$544m

Brown-Forman to sell Southern Comfort, Tuaca to Sazerac for US$544m...

Southern Comfort sale sets Brown-Forman on US whiskey course

Southern Comfort sale sets Brown-Forman on US whiskey course...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?