Tan Your Lemonade

Amplify hit a hole in one bringing Southern Comfort to a new generation...

Challenge

Millennials loved Southern Comfort’s unconventional advertising campaigns but, despite huge media spend, this was not translating into sales. There was a general confusion around how to drink, as well as the lack of a clearly defined occasion. 

The brand team brought Amplify on as the lead BTL agency with a view to translating an ATL concept developed globally, into a tangible platform that could be activated in the UK, as well as collaborating with the global agency to help guide them in understanding the local nuances. Insight Our research showed the target audience, sociable 18-24 year olds, did not know HOW, WHY or WHEN to drink Southern Comfort but they loved the taste when they actually did try it.

Insight

Amplify spent time getting under the skin of the audience, even going pre-gaming with target consumers to understand their purchase decisions and motivators. We identified the need to create a clear hero bar call, as well as finding interactive ways to bring to life the brand’s unique and irreverent tone of voice to life. 

Strategy

Drive one hero serve (Southern Comfort, Lemonade and Lime) across all communications, using stand out glassware to cut through the confusion and land the premiumness of the offering. Create fun experiences that literally brought the serve to life and in environments that helped to land a drinking occasion. 

Solution

Tan My Summer

The first iteration of the BTL strategy was the Tan My Summer campaign. A way of engaging with, and educating, target millennials on how to drink Southern Comfort.

We created a crazy golf inspired experience, the 19th Hole, at Boardmasters and Bestival, with each bespoke hole bringing to life a different aspect of the liquid or serve. In parallel we ran on-trade activations with partner bars, giving away laidback summer prizes to reinforce the drinking occasion, alongside a promotion to win a trip to New Orleans, to remind consumers of the brand’s heritage. All with the clear goal of translating an abstract advertising line into a personal experience, and brand love into action.

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