80+ pieces of coverage.298 entries in just 5 weeks in 2018.
Brand relaunch challenge.
Consumer and trade awareness of Southern Comfort in Australia was in decline early 2017. How do you turn this decline around and make people fall back in love with Southern Comfort again?
Brand relaunch solution.
By relaunching the brand with the creation of the ‘Southern Comfort Travelling Tales Cocktail Competition’. Our trade-facing campaign invited bartenders to enter their Southern Comfort cocktail, inspired by an authentic tale, for the chance to win an incredible prize. The competition included new global branding, mechanics and a mentorship program to support the bartenders on their Southern Showdown journey.
Only 25 bartenders were selected, from the bags of entries, to take part in the State Tours – a variety of mini cocktail competitions taking place across Australia. From those 25, only 5 bartenders would make it to the National Final in Brisbane, Queensland. The Australian winner then embarked on a trip to New Orleans to represent Australia in an International Final Showdown.
The competition was supported by a partnership with Bartender Magazine and the production of a Travelling Tales cocktail recipe book.
Due to the enormous success of this competition, we are now in the 3rd year of this annual competition, spreading the Southern Comfort love one bartender at a time.
Brand relaunch results.
- 80+ pieces of coverage across national and industry-specific titles
- 298 entries in 5 weeks in 2018.