Southern Comfort Packaging

By Cue

The Idea

Southern Comfort has been a strong brand for decades, but current target consumers had only limited understanding, or associated the brand with outdated cultural references. We used New Orleans, the birthplace of the brand, as a way to create an authentic connection with consumers. By avoiding the cliches of this unique city, we instead focused on its uniqueness, culture and embrace of the best things old and new.

Delivery of Work

Primary and secondary packaging, on and off premise promotions and POS.

The Results

Because the brand was recognizable globally, we took care to refresh the packaging in a way that built on existing equity. Client and consumer input signaled that the product hit the mark of staying authentic but appealing to a contemporary audience. Current and new consumers embraced tte new brand expression and packaging which was reviewed favorably in trade press, as well as the Wall Street Journal.

Credits

• Copywriters

  • Lisa Pemrick

• Creative Directors

  • Alan Colvin

• Graphic Designers

  • Paul Sieka

• Production

  • Chris Thomas

Event Sponsors

Additional generous support provided by Lagunitas Brewing Comapny and The Fraternal Order of Eagles #34