Southern Comfort introduced a new member to its line of whiskey flavored liquors this summer called Southern Comfort Lime. To promote this new offering, Southern Comfort debuted a new television ad on September 13th, 2010 to promote the alcoholic beverage.
The ad could first be seen by Dallas residents on the Discovery Channel yesterday during an episode of American Chopper. It was also later available on ESPN2® during SportsCenter and will run from September to December of this year.
Brown-Forman, owners of the Southern Comfort brand, launched the ad with an interesting mix of digital and traditional marketing. Prior to introducing the ad on TV, they provided a sneak peak to special customers through email. This email was distributed hours before the ad went live.
Promoting the ad to known customers prior to its broadcast premier gave the company a chance to familiarize possible buyers with what they would see on TV. However, the email was distributed only 2 hours before the ad aired which did not leave much time for third-party conversations regarding the ad to take off.
You can view the ad by clicking here.
What do you think of Southern Comforts double sided approach for debuting their new ad? Do you think its introduction prior to appearing on TV positively affected customer’s interest?
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