The Client
New Orleans’ most famous global export. Unless you’ve been living under a rock since 1874 you’ll recognise the Bourbon-like beverage from bar shelves worldwide and the brand’s iconic commercials.
The Challenge
The brand suffered over recent decades as the drink became synonymous with an older demographic, impacting its appeal to the bar-hopping, big-spending 18-35yr olds. My role was to help revitalise the brand for the digital-savvy Australian market.
My Role
Creative lead for the brand’s digital output, develop strategic brand partnerships and organise share-worthy events across Australia, essentially:
Position Southern Comfort at the forefront of cultural trends.
Key projects launched since June 2023:
Implemented new website with a data-driven product locator to track consumer behaviour.
Established 1PD strategy and social media refresh.
Launched ‘Club SoCo’ boasting live events with the PGA, Music Industry Masters and Mick Fanning, to name a few.
Click on the image opposite to explore the campaigns.
2023 Results
Grew database from zero to over 12,500 subscribers within 6 months. Now the #1 retargeting channel.
Launched the ‘Twilight Rounds’ social golf events. A cocktail golf party, which is now being rolled out to 1,800 PGA-affiliated courses nationwide.
Refreshed the brand’s presence by implementing multiple campaigns and partnerships with the likes of Birds of Condor, Angus Stone, The Cronulla Sharks and Breakin’ the Yips, among others.
+12,500 EDM Subscribers / +1,806% Impressions / +691% Website Sessions
Latest Campaign
The major sponsor for PGA Championships in Brisbane, December.
Major activation at Royal Queensland Golf Club and across Fortitude Valley: On-premise, OOH, Digital, Experiential.
Watch the reel opposite for highlights. Key stats:
2.3m Broadcast Reach / 16K Drinks Served / 215% Precinct Growth
Copy / Art Direction / EDM / Social / Event Manager / Brand Partnerships - 360 service.