Southern Comfort

Case Study

Southern Comfort, a spirit made famous by Janis Joplin in the early 70s, tasked us to relaunch Southern Comfort with a through-the-line campaign to create awareness and drive brand affinity in the South African market.



Challenge: The brand wasn’t widely known and, driven by its strong New Orleans heritage, lacked local relevance in the South African market.



Solution: We developed a communication strategy that resonated with the people of Mzansi by highlighting the dualities of New Orleans and South Africa. We led the first phase of this strategy with the Spirit of the South campaign and the second phase with the Two Places, One Spirit campaign.