Grape Digital has been charged by Southern Comfort to develop an exciting and relevant new campaign in the UK, fully immersing the American liqueur brand into the world of social and digital media.
The project is set to involve an evolution of the brand’s digital strategy, its approach to the consumer and its overall presentation in the marketplace, while keeping its rich history and ethos intact.
The agency will seek to penetrate the spirit market head-on with a series of integrated campaigns which will mark a very different direction for the 137 year old brand.
Southern Comfort assistant brand manager Ffion Jones said of the appointment: “We are very excited at the appointment of Grape as our new digital agency on Southern Comfort in the UK. We are confident that with their passion for the brand, understanding of our target consumer and innovative and strategic thinking, they will help us encourage relevance with our target market and drive sustainable growth.”
Grape creative director Joe Holt added that the agency was “very excited to be working with such an iconic brand with such rich heritage”. He said: “We look forward to creating some great work together helping Southern Comfort regain their rightful position as a leader in the spirits market.”