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

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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.


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