Brown-Forman's Southern Comfort is launching a new media blitz in the US.

The brand announced yesterday (22 February) that it would spend over US$3m on an television advertising campaign in the US, featuring its SoCo nickname and SoCo Lime drinks. The push began last week and will run until April.

"SoCo gives the brand an energetic personality that resonates with the younger legal drinking age adult," said Ann Stickler, global marketing director, Southern Comfort. "We recognise that today's consumer personalises Southern Comfort to make it their own, and SoCo Lime is the way they call for it."

The first campaign spot, called 'Start Things Up' (:30), focuses on SoCo Lime, made by adding Southern Comfort and a splash of lime juice, and serving it with club soda or cola. "We'll have a SoCo Lime" is heard throughout the commercial.

"(SoCo Lime) has truly been a phenomenon driven by groups of friends asking for it in bars," said Stickler.

The new advertising will appear on F/X, E!, Comedy Channel, USA Network, and TBS. The first television spot aired on 16 February.

The campaign will also feature print, Internet, out of home billboards, and in-store advertising. The out of home will begin next month, while the print advertisements, beginning in May, will appear in Stuff, FHM, Rolling Stone, and Fader magazines.