In pictures: Southern Comfort targets selfie generation with sampling campaign

Bacardi Brown-Forman-owned whiskey brand Southern Comfort has selected agencies More and IMP to create a multi-event sampling campaign centred on the art of the selfie.


Targeting younger consumers in drinking establishments until the end of Novemeber, the project focuses on a mobile selfie sampling bar. It will allow visitors to have a photo of their face taken and printed on the spot as a ‘selfie mask’ as they enjoy a free sample of Southern Comfort Lemonade and Lime.

Each stand will be manned by an event manager and two sampling managers, who will set up and run the installation, as well as encouraging passers-by to take part in the sampling. Once the mask has been made, consumers will be encouraged to share their selfie using the hashtag #WhateversComfortable.

IMP was commissioned to design, build, produce and manage the sampling roadshow after a competitive pitching process. So far, more than 2,000 masks have been created and 5,000 samples have been distributed since the tour began in September.

On top of the selfie activations, More has also been running a silent disco series in university bars throughout the UK. The sponsored activity is free for students to enter, with a sample of drink poured out at the door.

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