Southern Comfort’s Next Chapter — Does the new ad work?

Southern Comfort has launched the next chapter in the “Whatever’s Comfortable” campaign that I have been following for about a year (Aug14 and Dec19, 2012 as well as Jan 17, 2013). So far, according to Brown Forman, sales trends have turned around by 6% and the brand grew for the first time since 2008.

This latest effort marks a change in character from the original award winning effort, “Beaches,” which featured an interesting, everyday guy comfortable in his own skin as he casually walks down the beach. Here is the original.

The new ad execution has a different character but the same attitude. “We want to champion consumers to ‘be their awesome selves’ and that attitude comes out through this work,” said Mark Bacon, SVP, Managing Director, Southern Comfort. “We’re comfortable being Southern Comfort and we want our consumers to embody that same attitude about themselves.”

Here’s the ad by Wieden + Kennedy. I enjoyed the original ad a great deal but this one works for me as well.

What do you think? (You can also find it here.)


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