Southern Comfort, the whiskey-based liqueur, says it has "lost relevance" among younger people of legal drinking age and believes a consumer PR campaign can remedy the situation.
The beverage worries that it “lacks a clear brand identity” with a low 25 percent “unaided brand awareness” among its target audience, according to a PR brief circulated by the Brown-Forman unit.
SC’s goal is to educate LDA's that "it's an easy drinking whiskey" containing a "unique blend of fruits and spices."
One obstacle, the brief says: "young people suffer from a sense of ceaseless crushing insecurity and struggle to be themselves."
The social media-skewed campaign will aim to inspire "confidence to be your awesome self, and life is much better when you own who you are." LDAs "need to be told how to drink to give them confidence to order [SC] in a bar."
The PR drive will tie in to SC’s “Whatever’s Comfortable” ad push, which will be freshened up with new creative by the end of the month.
SC traces its origin to New Orleans’ McCauley’s Tavern in 1874.