Using radio to bring the meaning of a brand to life
Although Southern Comfort is widely recognised and a popular drink, it's one of those cultish drinks that is something of a secret. People do not know its ingredients, nor do they know its origins - in fact it was devised by bartender M W Heron in 1874 in "The Big Easy", which is the nickname of the city of New Orleans. But how could that rich, complex heritage be brought to life in such a competitive marketplace, on a broadcast scale and at an affordable price? " The Southern Comfort Big Easya fantastic collaboraBrand Manager, Southern Comfort Why radio?
Music can bring complex ideas to life with its power of evocation and atmosphere, and this led Southern Comfort to Jazz FM, which specialises in the kind of music that was born in New Orleans. Download radio ad
A branded content vehicle was devised, the Southern Comfort Big Easy series. These features included content about the city of New Orleans, the rebuilding after the floods, the cuisine, the voodoo etc - and of course the music. Specialist music contributors such as Mark Samuels and Christian Scott were featured, and there was a brand-focused Southern Comfort Cocktail Recipe spot every week - this cocktail was also showcased in online videos.
The show reached 500,000 young adult listeners, and key brand metrics showed positive shifts. For example the number of people agreeing that Southern Comfort "has an image I can relate to" rose by 42%.
Brands which are looking for tonal marketing - subtly changing people's understanding and feelings about a brand - often find that branded content is the way to go on radio, and this Southern Comfort example is no exception.