Southern Comfort appoints Grape to lead digital strategy

By Sarah Shearman, brandrepublic.com, Wednesday, 11 May 2011 10:30AM

Southern Comfort, the Brown Forman-owned spirits brand, is ramping up its digital activity in a bid to appear "more relevant" to UK consumers.

Southern Comfort: hires Grape Digital to develop digital strategy

The spirit brand has appointed Grape Digital to develop a digital strategy in the UK and create a digital campaign to roll out over the next 12 months.

Grape won the business after a competitive pitch against three other agencies, including Arnold, the incumbent on the account.

The digital activity will play on the brand’s 137-year-old heritage, while taking it in "a very different direction". It is also looking to use social media to connect with a UK-specific audience.

Joe Holt, creative director at Grape Digital, said; "We look for ward to creating some great work together, helping Southern Comfort regain its rightful position as a leader in the spirits market."

This article was first published on brandrepublic.com