Southern Comfort's "Whatever's Comfortable" Increased Sales 6%

Not exactly filled with the same panache of the original, Wieden + Kennedy is out with a new Southern Comfort "Whatever's Comfortable" commercial in which a man finds comfort in an unlikely place. The original ad has been credited with increasing sales 6% during the first year of the campaign. We're not sure what this second one will do for beauty parlor revenue.

The campaign, which launched last August, encourages a devil-may-care, be yourself sort of attitude. The first spots from the campaign ("Beach", "Patio") and website (comfortableweatherguy.com) highlighted a man who embodied the campaign's tagline, "Whatever's Comfortable".

The campaign now continues with "Shampoo", a :60 spot launching online today. In "Shampoo" we meet a character who also exudes this same devil-may-care attitude. The song featured in "Shampoo" is called "The Beat" by Lou Johnson.

Of the campaign, Southern Comfort SVP Mark Bacon said, "We want to champion consumers to 'be their awesome selves' and that attitude comes out through this work. We're comfortable being Southern Comfort and we want our consumers to embody that same attitude about themselves."

A :30 version of the spot launched last night (6/9) on ESPN during the St. Louis Cardinals vs. Cincinnati Reds game on Sunday Night Baseball and is set to launch globally across key Southern Comfort markets this summer. The campaign also features print/OOH/point of sale and online banners, which will be running globally.