Brazen wins brief to promote Southern Comfort

Southern Comfort has called in Brazen in a move to attract a younger generation of 'fun-loving optimists' to the brand.

Southern Comfort: wants to attract a younger generation of 'fun-loving optimists' to the brand
Southern Comfort: wants to attract a younger generation of 'fun-loving optimists' to the brand

The Manchester-based agency has been appointed to handle the retained consumer brief for the Brown-Forman Beverages brand, handled previously by Frank PR.

The brief, believed to be worth £60,000, includes the promotion of Southern Comfort-sponsored Juke Joints at the V and Beach Break Live festivals this summer. The brief includes news generation, stunts and events.

The one-year retained brief encompasses the full Southern Comfort portfolio - Original, Lime and the new Bold Black Cherry brand.

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