Raise awareness of Southern Comfort Lemonade & Lime (SLL) and Southern Comfort & Cola (SCC) pre-mixed drinks, driving sales and creating a strong brand empathy with our target market through existing New Orleans/ Southern Comfort Assets.
We knew that once consumers tried the drinks, they were likely to buy them again so it was critical to sample at a time of day when they would be more open to trying an alcoholic drink.
Taking the existing concept of the Southern Comfort ‘Juke Joint’, we created a mobile version that went to key shopping centres and train stations across the country offering consumers a 50ml sample of either SLL or SCC. A later sampling shift ensured we hit perfect times of day for consumers to want to try a sample. We incentivised purchase with a 50p MONP coupon and also offered our target market the chance to win tickets to our main Southern Comfort ‘Juke Joint’ event at Metalworks in Islington.
- 60,000 18-30yr olds consumers tried a sample
- 70,000 consumers interacted with the brand
- 70,000 coupons distributed
- Coupons redemptions tbc (exp 27th Dec 2011)
- 580 prize draw entries with 51 winners chosen