SoCo looks to own February

Southern Comfort is planning on 'owning' February with the launch of the SoCo Mardi Gras Month.

Activity throughout the month will see SoCo pushing its New Orleans roots with promotional consumer activity including gift-with-purchase packs, experiential activity, Mardi Gras parties, marketing support and prizes including a trip to New Orleans.

Participating outlets will be given point-of-sale (PoS) kits to help them maximise sales and spirits volume throughout February. PoS kits will include drink stirrers, staff T-shirts, bar runners, pitchers, posters and tent cards.

Neil Aitken, regional marketing manager for Southern Comfort, said: "Traditionally, February has been a quiet time of the year for licensees with no other major brand activity occurring throughout the month.

"This presented us with a chance for SoCo to gain better activity stand-out and consumer participation, while helping to support the on-trade and drive footfall to outlets with engaging and unique activity.

"We chose the Mardi Gras occasion because of it's relevance to SoCo as the only true brand from New Orleans, home to this worldwide celebration. Its authentic, unique and high-energy feel also makes Mardi Gras a relevant event to engage SoCo's target audience - 24-year-old consumers.

"We anticipate that, on the back of success this year, the SoCo Mardi Gras Month will become an annual event for which consumers will plan to celebrate every February," he continued.

SoCo will support Mardi Gras activity with more than £1m in investment prior to and during the SoCo Mardi Gras Month. This will include TV advertisements, regional radio promotions and the creation of a dedicated SoCo Mardi Gras website at www.socomardigras.co.uk.