Over the past 3 years we’d given Southern Comfort a clear and differentiated brand positioning, Whatever’s Comfortable, but there was still confusion as to how to drink it.
This year was about linking our attitude to a clear consumption moment and driving trial through shots.
So how do you get more people aware of Southern Comfort and ordering shots of it at the bar? You create an unforgettable bar call - SHOTTASoCo
To get SHOTTASoCo top-of-mind in our drinkers’ heads we wanted to make SHOTTASoCo famous and bleed it into pop culture. So we turned the bar call of SHOTTASoCo into a real song produced by Michigan based electronic DJs, the Detroit Grand Pubahs, and then produced a music video directed by Jody Hill featuring Danny McBride, a well known spokesperson who embodies the Whatever’s Comfortable attitude, in a squirrel suit flying from Dubai to Miami.
The music video was pushed through VEVO on YouTube while the song was promoted through authentic music partners including Spotify and Apple Music.
Accompanying the music video was a series of branded content expanding on Danny McBride's character in the music video as a spokesperson for Southern Comfort and a lover of SHOTTASoCo.
The song was featured in Spotify's New Music Friday and Fresh EDM playlists with Danny featured on the cover. Just a week after launch, the song had officially “gone viral” making #4 on the US Viral Chart, #4 on the Germany Viral Chart, #20 on Hungary Viral Chart, #28 on the UK Viral Chart, #34 on Netherlands Viral Chart and #5 on the Global Viral Chart.
Campaign content and imagery received over 26M impressions on Spotify with supporting content receiving over 7.2M views and 4M listens.
The SHOTTASoCo music video is now the most viewed piece of online content ever created by Southern Comfort with over 5M views. A further 3.4M views was generated from supporting campaign content across YouTube and Facebook with an average view duration of over 95%.