3. 3
THE CHALLENGE
To capture a greater percentage of the
Millennial market than our compePtors.
4. Target
4
TARGET
Aspirers & Adventurers
Primary: Millennial Women
Secondary: Millennial Men
Status: Single, College Student or
Recent College Graduate
HHI: 15K -‐ 40K
Age: 21-‐29
5. 5
How Our Target Behaves
Meet Alexa
She is NOT: She is:
Up for adventure
MulP-‐faceted
Open-‐minded
A digital naPve
MulP-‐screener
Easygoing
Reckless
Unsure of herself
Judgemental
A Radio-‐listener
A TV consumer
UnmoPvated
7. 7
ObjecPves
Increase brand
preference of Southern
Comfort among
Millennials.
BRAND PREFERENCE
Increase consumpPon
of Southern Comfort
among Millennial
women.
MILLENNIAL WOMEN
Increase engagement
within the target
audience through
social media.
SOCIAL ENGAGEMENT
8. 8
Older genera,ons are
“set in their ways”
when it comes to
whiskey.
Whiskey is a fun,
flavorful choice of
drink for Millennials
today.
Change
19. Music Streaming
SFX: CLUB MUSIC, PEOPLE TALKING
AND HAVING FUN
(SCREECH/RECORD CUT-‐OUT)
SFX: OPERA MUSIC
SFX: PEOPLE GROANING
VO: Nothing ruins the moment more than
the wrong flavor. That’s why Southern
Comfort has a flavor to suit the spirit of any
moment. Think of them as the soundtracks
to life’s best parPes. From our Bold Black
Cherry for a badass night out, to refreshing
Lime for the the perfect summer bash, we
know how to match the mood. Amplify
your moment with a Southern Comfort
playlist just for you, and flavor your
moment.
19
“Match the Mood”: 30 SpoPfy Ad
22. 22
Social Media Contest
Fly the winner to New Orleans for the “Tales
of the Cocktail” tour
Vote on the top 10
photos on the
landing page
Post photo using
#FlavorMyMoment
Take photo using
the label
Peel-‐off label
#FlavorMyMoment
1
3
2
4
5
23. Hannah Hart
2.1 million subscribers
177 million views
“My Drunk Kitchen”
Mamrie Hart
955 thousand subscribers
46.5 million views
“You Deserve a Drink”
23
Social YouTube Brand Ambassadors
24. You bring the ingredients, we’ll bring the flavor.
Southern Comfort Slammer
Sip back and share this recipe featuring Bold Black
Cherry with #FlavorMyMoment
Southern Comfort
“Southern Comfort Slammer” Recipe
1.5 oz Southern Comfort Bold Black Cherry
2 Tbsp Agave Syrup
5 oz Orange Juice
1 Cherry
1 Orange Slice
24
Social
25. Stunt
Limited Edi,on -‐ King Cake Flavor
Other seasonal flavors could include
Irish Lace Cookie and Apple Pie.
25
Pre-‐exis,ng flavors:
29. 29
Media Usage
*Simmons Fall 2014 Winter NHCS Adult Study 12-‐
month
Internet involvement (125) Mobile involvement (174) Magazine involvement (159)
TV involvement (53) Newspaper involvement (81) Radio involvement (78)
30. 30
CompePtor’s Media Spending
Jack Daniel’s
Jim Beam
Smirnoff
*Kantar Media 2014
$21,546,124
$21,643,787
$25,767,462
Total
Budget
31. 31
$14,996,473
Budget AllocaPon
Social Search
$1,103,700
7%
$2,400,600
16%
$50,000
<1%
$4,072,220
27%
$2,337,600
16%
$2,933,813
20%
Digital
Display
Magazines Out of
Home
$1,998,540
13%
Streaming
Music
Streaming
Video
45. 45
$957,600
Markets
1. Los Angeles, CA
2. Washington, DC
3. Houston, TX
4. Dallas, TX
5. New York City, NY
6. San Francisco, CA
7. AusPn, TX
8. San Diego, CA
9. New Orleans, LA
10. Miami, FL
Bus Shelters
46. 46
$1,380,000
Markets
1. New York City, NY
2. Atlanta, GA
3. San Francisco, CA
4. Boston, MA
5. Washington, DC
Subway StaPons
55. 55
Tracked in Google AnalyPcs
Key performance metrics
based on traffic to website
Key Metrics: Click through
rate, users, session duraPon,
percentage of new visitors
Campaign Performance
