Summer campaign for SoCo rolls out in UK and Germany

By Caroline Sargent |

Taking Southern Comfort’s popular ‘Whatever’s Comfortable’ television campaign as its inspiration, Brown-Forman Global Travel Retail is launching an ambitious summer promotion for the brand, targeting key German and British holidaymakers heading to Spain.


With the travel related theme of ‘Wherever You’re Going, Whatever’s Comfortable’, Southern Comfort teams will be staffing airports and offering travellers a chance to sample Southern Comfort and Southern Comfort Lime cocktails. In addition, they will be encouraging legal drinking-age consumers to visit the new Southern Comfort website to share their favourite Southern Comfort recipes.


“The summer holiday season presents an excellent opportunity to expose younger men and women travellers heading to the magnificent beaches and warm waters of Spain to the great taste and terrific mixability of Southern Comfort,” said Jeannine Wise, Brown-Forman’s marketing director of global travel retail.


Working in conjunction with World Duty Free Group (WDFG), the promotion will place significant focus on Heathrow, Gatwick South, and Manchester airports (pictured above) as well as other departure sites across the United Kingdom and Germany. The ‘Wherever You’re Going, Whatever’s Comfortable’ effort will have a variety of activation approaches to interrupt and engage travellers, ranging from tasting opportunities and pop-up stores featuring Southern Comfort bars, to airline seats featuring iPads as well as unique multi-dimensional visual experiences.


The European promotion is slated to run through mid-August as part of WDFG’s Summer Drinks Festival campaign; it has already enjoyed a successful launch in Sydney Airport, Australia.

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