Southern Comfort has launched an above-the-line advertising campaign as part of the brand's GBP1.2m (US$2.3m) investment package in the UK this summer. The drive aims to push its key serve of Southern Comfort, lime and lemonade in a pitcher format through promotional activity in both the on-premise and take-home sectors.

The new advert will go live today (23 June) during the Twenty20 Cricket Tournament on Sky Sports and throughout ITV's screening of The Grudge and Dave's Top Gear. The ad will also feature during the Euro 2008 semi-finals on ITV later this week.

The new global creative, called 'Suspended Moments', continues Southern Comfort's core brand identity of socialising with friends by reflecting groups of friends on a night out together celebrating with SoCo.

Neil Aitken, regional marketing manager for Southern Comfort, said: "The Suspended Moments ATL continues our theme of capturing the great atmosphere and energy that's created when a group of great friends get together and enjoy themselves. By fusing this with great music, dynamic special effects, and bold graphics we can relate to our key LDA-24 year old market, while continuing SoCo's key positioning around socialising with friends."

The photography element of the new campaign will form the basis of the brand's summer promotional drive across both the on- and off-trade. Consumers receive a disposable camera with free processing in 600 bars around the UK when they purchase a pitcher of Southern Comfort, lime and lemonade in the on-trade. A similar promotion will run in the off-trade where consumers will receive a pitcher pack with the purchase of a bottle of Southern Comfort.

The new creative will be screened in the American, Australian, South African, Greek and UK markets.