Southern Comfort brought Voodoo to the UK & Irish Halloween party scene in October 2010. Our TTL campaign had Voodoo hats and face paints dominating bars & clubs with our in-bar promotion, facebook Voodoofier & interactive Google maps bar finder.
Bring the spirit of Voodoo to life in the on-trade at Halloween time by educating the consumer on the link between Southern Comfort and New Orleans Voodoo culture and use it to bring out the fun, mischievous side of the brand.
Discovering something new
Adding some value to a night out – make it memorable
Give consumers a reason to party with SC
Our concept was ‘Discover your Inner Voodoo’ - it's something you've always suspected to lurk within, it's instinctive, fun and daring and all about enjoying the edgy, spooky vide of Halloween.
There were 3 key routes we ran for the Voodoo activity:
Serve led - focussed on driving visibility through POS items and selling in the current drink strategy with simple serves, i.e. Southern Lemonade, Southern Spice, Southern Cola
Voodoo Promotion - focussed on celebrating Voodoo by giving away Voodoo prizes to consumers on the night - Buy a Southern Comfort & get a peel & reveal ‘trick’ or ‘treat’ card
Style Bars - received a premium Voodoo Louisiana Jam cocktail kit, including trade presenter & cocktail menus. The ‘Louisiana Jam’ cocktail is going to be turned red for Voodoo – Voodoo Blood??
The promotional was a big hit, with volume uplifts of 30% in Mainstream on-trade outlets and 24% in NUS Student Bars.