‘Tan your lemonade’ says Southern Comfort

Men in tanning salon drinking Southern Comfort

Southern Comfort has unveiled the latest instalment of its ‘Whatever’s Comfortable’ advertising campaign.

This phase of the campaign, which aims to further build brand affinity amongst the 18-24 year old target audience, includes three versions of the creative. It will be screened on Video on Demand, in cinemas and across digital platforms for 20 weeks from 22nd June.

Set in a tanning salon, the advert features a motley group of unlikely men, dressed only in shower caps and paper pants, enjoying a spray tan and a Southern Comfort with lemonade and a squeeze of fresh lime in a branded Mason Jar. The final frame ends with the strapline, ‘Tan your lemonade’, a reference to the combination of Southern Comfort and lemonade in the brand’s core serve.

“We’re really excited to unveil the latest instalment in our ‘Whatever’s Comfortable’ campaign as the British summer finally gets under way,” said Southern Comfort Marketing Manager Gwen Ridsdale.

“The brand has benefitted from past advertising campaigns and is now back in growth up 1% over the last year in value in the off-trade. The new creative not only heroes our ‘Whatever’s Comfortable’ attitude, but also the simplicity of the core serve itself and we are confident the advert will support retailers efforts to maximise sales during the all-important summer trading period.”