DIRECT: Southern Comfort in digital drive to tempt young men

Marketing, Thursday, 27 November 2003, 12:00am,

Southern Comfort has picked WWAV Rapp Collins North to target the youth market with a relationship marketing campaign to raise awareness of the brand.

Marketing activity will kick off in the new year with text messages and e-mails. SMS messages will be sent out at 9pm on Fridays and Saturdays to influence 18- to 29-year-old males to drink Southern Comfort. An e-mail campaign will lure youths to a microsite where they can win prizes.

Earlier this month the Diageo-owned brand launched TV activity through Arnold Worldwide with the strapline 'Comfort and joy between friends'.

This article was first published on Marketing