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W+K New York makes its UK debut for Southern Comfort

Wieden+Kennedy New York’s ‘Whatever’s Comfortable’ for Southern Comfort has been the stand-out booze campaign of the last few years and now the agency has produced a new campaign – ‘Spray Tan’ – for mixer Southern Comfort lemonade and fresh lime, specifically for the British market.

Unlike the others in the series, most notably ‘Beach,’ this is set to run in cinemas and online rather than on TV.

Southern Comfort UK marketing manager Gwen Ridsdale says: “Following the popularity of our previous ads, we’ve leveraged that momentum into a new chapter, one that not only heroes our Whatever’s Comfortable attitude but also the drink itself. Southern Comfort lemonade and fresh lime- the brand’s recommended serve is integral to the story in a unique way, which adds a whole new dimension to the campaign by encouraging consumers to ‘tan your lemonade’ this summer.

“With increased focus on captivating LDA 24s, it was essential that we implemented a media mix that really appealed to this demographic and capitalised on Millennials’ digitally biased behaviour to deliver strong engagement and results. And it’s the first time ever that the brand makes its debut in cinema, so we’re all really excited to see Southern Comfort on the big screen.”

All we need now is a summer.

MAA creative scale: 7.

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