Southern Comfort extends its ‘Whatever’s Comfortable’ campaign to Australia via W+K NY
Southern Comfort is set to launch the next chapter of the “Whatever’s Comfortable” campaign in Australia with a new television spot entitled “Shampoo” hitting airwaves July 7 via Wieden + Kennedy, New York.
The new spot boldly embodies the “Whatever’s Comfortable” attitude and is a continuation of the campaign launched in November, 2012 which marked Southern Comfort’s first national media campaign in Australia in nearly a decade (and scored a Gold Lion at Cannes this year).
Says Darren West, senior brand manager, Southern Comfort: “We want to champion consumers to ‘be their awesome selves’ and that attitude comes out through this work. We’re comfortable being Southern Comfort and we want our consumers to embody that same attitude about themselves.”
In “Shampoo” viewers meet a character who exudes this confident and comfortable attitude. He may not seem like your typical salon go-er, but he doesn’t care, because he loves it. This is how he cares for his hair. And that’s really cool. The song featured in “Shampoo” is called “The Beat” by Lou Johnson.
It includes regional television, cinema, digital activation, while supporting the brand via promotions at point of purchase.