Dear Southern Comfort,
Thank you, thank you, thank you, for Whatever’s Comfortable.
Thank you for demonstrating that your communication target/occasion do not need to be the same as your user target/occasion.
It makes perfect sense for brands to reflect the types of people that currently do, or they want to, buy their products in their advertising.
Know that it’s mums that are likely to buy the brand over the Xmas period?
Better show some heroic mums in the advertising, to attract even more of them, right?
Right. Excellent stuff.
Although for my money, Morrisons, with their tongue firmly in cheek, have got it more right than Asda.
But coming back to you Southern Comfort.
Thank you for not showing a group of sexy young things being sexy and comfortable in each other’s company, in comfy sexy clothes, on a really comfy sofa being served by some dishy chap looking really comfortable.
Thank you for avoiding the cliche described above.
Unlike your colleagues over at Tia Maria.
I don’t know, perhaps you are trying to attract more out-of-shape middle-aged men fond of wearing tighties to use the brand whilst they’re down at the beach.
But you’re also doing a great job of appealing to people who are – or want to be perceived to be – confident, self-assured, comfortable in their own skin, unpretentious, un-vain, un-bling…and as such 100x “cooler” than a bunch of beautiful 20-somethings in a trendy bar.
Whatever’s comfortable. Yes indeed.