Southern Comfort has a few ads out right now starring the "Lingo Cops," done in that 70's cop show style. In it,the Cops are "investigating" what it means when people say,"SoCoLa" in bars, and trying to put an end to it, because hey,"You can't just go around making up words."Well, that's exactly what Southern Comfort hopes you do after watching these ads, inviting viewers to log into their Facebook page and firing out their best invented words for "Southern Comfort and Cola."The campaign hopes to work the psychological connections of "bar calls,"when patrons call out liquor by its brand name.
Southern Comfort enlisted the services of Poptent, a crowd-source video solutions company, in coming up with their new approach. Brown-Forman, SoCo's parent company, took their longtime creative agency Arnold Worldwide off that account, but continues to stick with them on their other big drink, Jack Daniel's. That must be kind of awkward. But through Poptent, Southern Comfort ended up using RezFX, a small production company in Indiana.
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