Reinvigorating a classic.
Reached over 1.7 million people.80+ pieces of media coverage.298 competition entries in just five weeks.200 guests across trade, the media and industry influencers attended.
In recent years consumer and trade awareness of Southern Comfort and its mixability has declined. Our challenge was to reinvigorate the brand and highlight its cocktail credentials.
We created the Southern Comfort Travelling Tales Cocktail Competition. A trade-facing campaign inviting bartenders to enter their Southern Comfort cocktail inspired by an authentic tale, for the chance to win an incredible prize. We built the entry website and managed the state and national final events. We also managed the PR, a trade partnership with Bartender Magazine, created a Travelling Tales cocktail recipe book and produced a social promo video. We attracted 298 competition entries in just five weeks. 200 guests across trade, the media and industry influencers attended the National Final and 80+ pieces of media coverage reached over 1.7 million people.