Southern Comfort has carved out an enviable niche as a “southern sipping whiskey” and enjoys a reputation as the perfect brand in many occasions. But as one of the industry’s largest “niche” brands, it is always looking to expand those usage occasions.
Enter the Orange County Electric Run, a high energy, high profile consumer event in a key expansion market. Event organizer Vavi, used modest SoCo sponsorship fees for email blasts to its 75K members and on site merchandising. Participants numbering over 10K were treated to a fully merchandised site promoting the event and the brand and sampling interacted with those in attendance.
1.5MM social media impressions on Facebook, Twitter etc., multiple cases sampled and a memorable night for this young, active community.