The “Whatever's Comfortable" campaign, much like the Southern Comfort brand, was created to celebrate and inspire the awesome attitude of people who are completely comfortable with themselves. In Young Gun, we watch a bartender take on an entire bar of thirsty patrons armed with only his two soda guns and his unique style. From his first hip shake, we see he’s got the soul of “Whatever’s Comfortable” in his bones.

While most alcohol brands tell you how to drink their spirit, we decided to do the opposite. We handed our website to our drinkers and let them show us (and each other) new inspiring ways of drinking Southern Comfort.

Instead of the usual “drink-porn” with frosted glasses and exaggerated garnishes, we made every recipe into a quick-reading infographic. Making UGC finally look good.

The entire site, from the “Age-Gate” to the “History Page” (The Page Where We Talk About Ourselves) is written in the unpretentious tone of the Whatever’s Comfortable campaign – replacing pompous mixology terms with self-deprecation and honesty.

In the first six months:

14.000 recipes were created.

Visitors went up 500% compared to the year before.

Shares went up 600%

Post Launch:

Sessions were up 555%

Southern Comfort.com content and drinks created on the site achieved over 46 Million impressions on Facebook and Twitter.

The bounce rate dropped at the age-gate from 48% to 18%.

Average engagement on social media was 9.35%, 211% higher than industry the benchmarks for Alcohol & Beverages (3%).

Social sharing and engagement with content created on SouthernComfort.com had a knock-on effect of increasing our social media audiences by 25%.