Southern Comfort - The Spirit of New Orleans
First concocted in 1874, Southern Comfort is a whiskey that embodies the mysterious flavors of its hometown—New Orleans. At Schafer Condon Carter we brought a new brand vision to life using an old brand truth.
With our “Spirit of New Orleans” campaign, we moved Southern Comfort away from its reputation with the college party crowd, and towards a crowd that wants their drink of choice to tell a more interesting story.
Street Poetry Series
One of New Orleans' greatest assets is its artists. To speak the language of the city, we enlisted one of its very own street poets to transport the vibe of NOLA into every glass of Comfort. These videos became our highest performing content across all digital channels.
We focused storytelling beats on special occasions, like an ode to New Orleans on the city’s 300th birthday and a love poem for Valentine’s Day.
Social media content
With my Art Director partner, we conceptualized and executed hundreds of social media posts for the day-to-day feed, the majority of which we set-up and shot in our in-house studio. This is an overview of how the account came to life, and a select few of my favorite posts.
This was our April Fools joke, which garnered a surprising amount of "wish this was actually a thing" comments.
Print Creative
In print, we rolled out multiple variations of creative that embodied the brand’s new look, feel, and voice.
Creative Directors: Michael Dorich, Ron Sone
Art Director: Bob Healy
Street Poet: Cubs the Poet
Photography, Video (in-house studio): Brian Pufahl
Photography, Production (Poet Series & New Orleans on-location photography): Menes Studios
My role: Copywriter (concepts, headlines, captions)