Southern Comfort - developing relevant authenticity

While Southern Comfort was selling well in the UK, research showed that US imagery and culture was beginning to resonate more with
young British consumers. Webb deVlam's cross-cultural team collaborated to create packaging and POS that successfully integrated American culture and values to the brand. Without eroding the brand's core values, we delivered a more cutting-edge attitude appreciated by the UK's 18-24 year old target drinker.