Southern Comfort is offering consumers a break from the General Election by inviting them to “Join our CANpaign” – leveraging a comfortable yet confident brand tone of voice to maximise awareness and consideration over the summer.
The light-hearted campaign, focusing on the Southern Comfort Lemonade and Lime RTD, went live on London’s buses and underground at the end of May, with further media placements in Time Out. There will also be social media support using the #SouthernWelcome hashtag.
Reinforcing the message is the CANpaign bus, which is making stops in key cities in the UK including London, Birmingham, Manchester and Reading. On board will be the Southern Welcome Band and a squad of brand ambassadors offering samples of the RTD and sharing the CANpaign Manifesto in an effort to encourage people to join the #SouthernWelcome Party this summer.
Amanda Watkins, marketing director of Hi-Spirits said: “With so much serious campaigning going on around the UK, we thought that consumers would enjoy our light-hearted alternative. The Southern Comfort Lemonade and Lime RTD is the perfect accompaniment to any summer party or gathering, and will help consumers enjoy the summer in true New Orleans style.”
The CANpaign marks the second above-the-line campaign for Southern Comfort since the brand moved to Hi-Spirits in the UK last year. The impact will be maximised with increased visibility at the point of purchase through collaboration with key trade partners.
Southern Comfort Lemonade and Lime RTD has an ABV of 5% with an RSP of £1.90 for a 25cl can. For more information, contact Hi-Spirits on 01932 252 100, email firstname.lastname@example.org, or visit www.hi-spirits.com.