Southern Comfort Is A Bouillabaisse of French Pirate Jazz, Etc.

Southern Comfort is going back to its roots. Specifically, to its creation story in 1874 when New Orleans bartender, M.W. Heron, concocted the recipe.
It’s a smart move for SoCo to put New Orleans front and center in their new campaign from Arnold Worldwide. The Crescent City is an easy sell. It’s America’s “other.” A Las Vegas with history and class.
If SoCo connects meaningfully to the magic of New Orleans, and drinkers everywhere think “New Orleans” when they’re about to order a cocktail, it’s a big win for the Brown-Forman brand. The campaign also answers a tactical need when it says what “Southern Comfort is.”
“These spots represent the come-one, come-all inclusionary attitude of New Orleans, one that is representative of Southern Comfort,” said Mike Isaac, Global Brand Director, Southern Comfort.
At the center of the new campaign are four “TV” spots, running on the brand’s Facebook page, Hulu,,,,,,,,, and
The outlets signal a continuation of the brand’s recent decision to go with an all-digital media buy.

See the other three spots in the campaign here: Tapestry:30 | Genius:30 | One of a Kind:30



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.