The new spot is a continuation of [the campaign launched in November 2012,](Southern Comfort launches Australian media campaign) which marked Southern Comfort’s first national media campaign in Australia in nearly a decade.
“We want to champion consumers to ‘be their awesome selves’ and that attitude comes out through this work,” said Darren West, senior brand manager, Southern Comfort. “We’re comfortable being Southern Comfort and we want our consumers to embody that same attitude about themselves.”
The song featured in Shampoo is called The Beat by Lou Johnson. The integrated marketing campaign was created by Wieden+Kennedy New York. It includes regional TV, cinema, digital activation, while supporting the brand via promotions at point of purchase.
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