Challenge

Bring the Southern Comfort 'Whatever's comfortable' positioning to life online through social channels, connecting with it's millennial consumers in their native environment.

The single message we needed them to take away was that drinking Southern Comfort, Lemonade & Lime shows the world how comfortable you, and your tribe, are in being your awesome selves. 

Insight

Millennials surround themselves with people they trust and that boost their self-esteem. To succeed we need to harness the power of these friendships to create advocates of the 'Whatever's Comfortable' positioning.

Big Idea

Looking through our social media feeds, there was a stand-out phrase that optimised the confidence that friends can instil in one-another: YOU ARE A LEGEND!

Today being a legend isn't about being the world’s greatest. 
Today Dave’s a legend for getting the first round in. 
Sarah’s a legend for helping you out on that tough deadline. 
In fact today, pretty much anyone can be a legend...

From this, the creative platform ‘The drink of legends’ was born.

Execution

We curated a Tumblr blog that held up our legends in all their glory. We started the ball rolling with our own nominated legends, some funny, some serious but all comfortable with being their awesome selves. These were then pushed out through our social channels, encouraging others to nominate their own.

Once on-boarded, we asked our followers to start nominating their own legends through Facebook, Twitter or Instagram with the hash tag #SoCoLegend. These nominations were also immortalised in the Hall of Legends with weekly prizes for the most awesome. We even rewarded high engagers with nominations themselves, turning them into brand advocates.

Amplification

To keep the campaign interesting, and to keep the perfect serve front of mind through on and off-trade occasions, we created a piece of overlay activity through Instagram called #drinklikealegend. 

We asked our followers to upload pictures to Instagram drinking a Southern Comfort, lemonade & lime with the call out @SouthernComfort and the hashtag #drinklikealegend. For doing so they received a limited-edition branded jar and stirrer flag for their troubles.