Southern Comfort
Brown-Forman wanted to promote its Southern Comfort brand at “the world’s largest outdoor cocktail party.” This public relations campaign secured Southern Comfort’s celebrity chef placement on television, radio, print, and online media to promote its Tailgate Zone event. As a result, the campaign reached more than 432,000 consumers in just two days.
The business challenge
Brown-Forman wanted to promote its Southern Comfort, a fruit-flavored liqueur and whiskey brand, at “the world’s largest outdoor cocktail party.” They needed to generate awareness about their brand and influence the public to consider Southern Comfort their preferred drink at any party.
The solution
This campaign positioned Tim Laird, Southern Comfort’s celebrity chef and “America’s Chief Entertaining Officer” (CEO), as a subject matter expert on tailgating and football fare. Axia earned media coverage for the brand in northeast Florida and southeast Georgia media outlets the week leading up to the Florida-Georgia rivalry football game to promote Southern Comfort’s Tailgate Zone at the event.
The results
Through earned media placement on television, radio, print, and online media, this campaign:
- Promoted Southern Comfort’s Tailgate Zone event on the Saturday of the rivalry matchup
- Reached more than 432,000 consumers in only two days, which Southern Comfort’s global PR manager deemed a success.
Earned Media Coverage
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To learn how we can help your food & beverage company achieve similar results, contact us today at 888-PR-FIRM-8 (888-773-4768).
